Facebook Rules Display in U.S. and U.K.

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)
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)
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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