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Online publishers in the U.S. delivered 22 percent more display ad impressions during Q3 2010 than they did Q3 2009, according to data from comScore. In the U.K. meanwhile, ad impressions grew by 34 percent over the same period, the measurement company said.
Social networking giant Facebook accounted for almost a quarter of all U.S. impressions in the three months ending September 30, and almost a third of all U.K. display ads at a whopping 31.1 percent. The company's closest competitor in terms of ad volume in the U.S. was Yahoo sites, which published 11 percent of display ads. Microsoft sites in the U.K. served up a 6.2 percent share of display ads.
| Online Display* Advertising Market Overview Q3 2010 vs. Q3 2009 |
||||
|---|---|---|---|---|
| Q3 2009 | Q3 2010 | Change (%) | ||
| U.S. Display Ad Impressions (MM) | 1,049,787 | 1,284,315 | 22 | |
| U.K. Display Ad Impressions (MM) | 164,734 | 221,113 | 34 | |
| Source: comScore Ad Metrix 2010 *Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension) |
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| Top 10 U.S. Online Display Ad* Publishers, Q3 2010 | ||||
|---|---|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions (%) | |||
| Facebook.com | 297,046 | 23.1 | ||
| Yahoo Sites | 140,949 | 11 | ||
| Microsoft Sites | 64,009 | 5 | ||
| Fox Interactive Media | 48,252 | 3.8 | ||
| Google Sites | 35,043 | 2.7 | ||
| AOL, Inc. | 32,330 | 2.5 | ||
| Turner Network | 21,268 | 1.7 | ||
| Glam Media | 13,274 | 1 | ||
| eBay | 8,421 | 0.7 | ||
| ESPN | 8,261 | 0.6 | ||
| Source: comScore Ad Metrix 2010 *Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension) |
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| Top 10 U.K. Online Display Ad* Publishers, Q3 2010 | ||||
|---|---|---|---|---|
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions (%) | |||
| Facebook.com | 68,687 | 31.1 | ||
| Microsoft Sites | 13,692 | 6.2 | ||
| eBay | 8,800 | 4 | ||
| Google Sites | 8,160 | 3.7 | ||
| Yahoo Sites | 7,778 | 3.5 | ||
| Glam Media | 2,807 | 1.3 | ||
| Trader Media Group | 2,267 | 1 | ||
| AOL, Inc. | 2,109 | 1 | ||
| Bebo.com | 1,635 | 0.7 | ||
| Amazon Sites | 1,596 | 0.7 | ||
| Source: comScore Ad Metrix 2010 *Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension) |
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Convergence Analytics: Digital Measurement in Transition
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ABOUT THE AUTHOR
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
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