The US online display advertising marketing rebounded sharply in the third quarter of 2010 with $1.284 trillion worth of display ads delivered to Internet users during the period, up 22% from $1.050 trillion a year earlier, according to data from the comScore Ad Metrix.
Facebook was the top online publisher, accounting for 23.1% of online display ad impressions during the quarter, delivering 297 billio. Facebook's market share has increased 13.9 percentage points from 9.2% in Q309.
Yahoo Sites ranked second (11.0% market share), delivering 140 billion impressions, followed by Microsoft Sites (5.0%) with 64 billion impressions, and Fox Interactive Media (3.8%) with 48 billion impressions.
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AT&T was the top online display advertiser in the third quarter, delivering 21.1 billion impressions and accounting for 1.6% share of display ads. Scottrade ranked second with 14.9 billion impressions (1.2%), followed by Verizon with 14.6 billion impressions (1.1%).
Additional Q310 findings:
- Ranked by estimated online display spending share, the top advertisers were Scottrade (1.9%), AT&T (1.7%), Experian (1.2%), Verizon (1.1%), and Progressive (1.0%). Rounding out the top ten were Netflix (1.0%), GM (0.8%), Walt Disney (0.8%), Toyota (0.7%), and Procter & Gamble (0.6%).
- Some 6,000 display ads were delivered to US Internet users on average over the course of the quarter.
- A total of 109 advertisers delivered at least 1 billion display ad impressions during the quarter, up from 76 a year earlier.
"The US online display advertising market exhibited considerable strength in the third quarter with nearly 1.3 trillion ad impressions delivered," said Jeff Hackett, comScore SVP. "Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters. The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day."
"As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie."
