Microsoft Upped Display Ad Spend for Bing in December

As it seeks to build the Bing brand with consumers and ultimately wrestle search market share from Google, Microsoft almost doubled its spending on display ads in the U.S. during December, according to data from Kantar Media – formerly TNS Media Intelligence.

Kantar estimates Microsoft spent around $2.9 million on display ads during the course of the month, up from under $1.7 million in November

According to Kantar, overall ad spending for the top 50 online advertisers in the U.S. during December reached $267.4 million, up from $249.9 million in November, but down from $330 million in December 2008.

The top Internet advertisers by media value. The data are provided by Kantar Media.

Top 50 Internet Advertisers by Media Value,
December 2009
Position Advertiser Media Value
($000)
1 Scottrade : Online 40,327.7
2 TD Ameritrade Brokerage : Consumer Services 20,412.3
3 Scottrade Stock Brokerage : Consumer Services 16,499.0
4 AT&T : Consumer Wireless Service 14,433.0
5 Sprint Wireless Service : Consumer Wireless Service 11,791.5
6 E Trade Financial : Consumer Services 10,612.9
7 Chevrolet Malibu : Domestic Passenger Auto 9,044.6
8 Netflix.com : Online 8,954.2
9 Constant Contact Marketing 8,082.0
10 ING Direct Bank Sharebuilder : Online 7,443.9
11 Lowermybills.com : Online 6,677.0
12 Micardis : Blood Pressure Rx 6,221.5
13 E Trade Financial : Online 5,821.4
14 Sprint : ISP 4,708.3
15 Chevrolet Silverado : Domestic Truck 4,304.2
16 Ford Motor Co : General Promotion – Domestic Autos & Trucks 4,224.6
17 Seroquel XR : Bipolar Depression Rx 4,007.6
18 Ally Bank : General Promotion – Consumer Banking Services 3,540.6
19 Fidelity Investments : General Promotion – Investment Products & Services 3,477.7
20 GMC Terrain : Domestic Crossover Utility Vehicle 3,341.6
21 Chantix : Stop Smoking Rx 3,204.8
22 Home Depot Home Center : Home Centers & Hardware Stores 3,184.2
23 FreeScore.com : Online 2,987.8
24 Bing.com : Online 2,913.1
25 American Express : Personal Credit Card 2,854.1
26 Jeep : General Promotion – Domestic Trucks 2,836.5
27 Verizon : Consumer Wireless Service 2,794.8
28 ClassesUSA.com Adult Education : Online 2,728.6
29 Bank Of America Home Loans : Consumer Mortgage Loan 2,678.9
30 State Farm : Auto & Homeowners Insurance 2,648.6
31 Ford Fusion Hybrid : Domestic Hybrid Auto 2,605.4
32 Ford F-150 : Domestic Truck 2,563.9
33 Dodge : General Promotion – Domestic Autos & Trucks 2,519.9
34 T-Mobile : Consumer Wireless Service 2,445.5
35 TD Ameritrade Brokerage : General Promotion – Investment Products & Services 2,435.6
36 University of Phoenix 2,422.9
37 Ally Bank 12 Month CD : Consumer CDs 2,401.8
38 Sprint Everything Data Family Plan : Consumer Wireless Service 2,400.3
39 Chevrolet Traverse : Domestic Crossover Utility Vehicle 2,350.2
40 Metro PCS : Pre-Paid Wireless Service 2,308.3
41 Sony Cyber-Shot : Digital Camera 2,213.1
42 CSNPhilly.com : Online 2,208.2
43 Ally Bank Online Savings Account : Online 2,078.6
44 Kelloggs Rice Krispies : Cereal 2,073.5
45 Univision.com : Online 2,059.9
46 National Alliance For Tobacco Cessation : Organization 2,031.7
47 Dodge Ram Pickup : Domestic Truck 1,935.5
48 Amazon.com : Online 1,878.0
49 Sony : Blu-Ray Disc Player 1,874.2
50 Fidelity Investments : Online 1,837.2
GRAND TOTAL $267,401
Kantar Media
View: Top 50 Internet Advertisers in October 2009

Methodology: The chart represents the value of display advertising in both standard and nonstandard ad formats using CPM-based methodology. Media expenditure estimates don’t always take into account special considerations, including publisher discounts, barter agreements, cosponsorship, affiliate relationships, and the like.

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