2025 State of Programmatic Report
Facebook Was Top Display Ad Publisher in Q1, AT&T Ranked as Top Advertiser
RESTON, VA, May 13, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of the U.S. online display advertising market for Q1 2010, which showed strong gains following softness for much of 2009. Data from Comscore’s Ad Metrix services shows that U.S. Internet users received a record 1.1 trillion display ads during the first quarter, marking a 15-percent increase versus year ago. Total U.S. display ad spending in Q1 reached an estimated $2.7 billion, with the average cost per thousand impressions (CPM) equal to $2.48.
U.S. Online Display* Advertising Market OverviewQ1 2010 vs. Q1 2009Total U.S. – Home/Work/University LocationsSource: Comscore Ad Metrix
Q1 2009
Q1 2010
Percent Change
Total Display Ad Impressions (MM)
944,446
1,089,732
15%
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)
“Following a severe ad recession that began in late 2008 and continued through the first three quarters of 2009, we’ve been seeing a strong resurgence in the online display ad market,” said Jeff Hackett, Comscore senior vice president. “The first quarter of 2010 posted strong volume in online display ads, coinciding with increasing expenditure from advertisers and higher CPMs for publishers. This pickup in activity should bode well for the online advertising industry as we move forward in 2010.”
Facebook Ranks as Top Display Ad Publisher in Q1 2010
Popular social networking site Facebook.com led all online publishers during Q1 with 176 billion display ad impressions, representing 16.2 percent market share. Yahoo! Sites ranked second with 132 billion impressions (12.1 percent), followed by Microsoft Sites with 60 billion impressions (5.5 percent) and Fox Interactive Media with 53 billion impressions (4.9 percent).
Top 10 U.S. Online Display Ad* PublishersQ1 2010Total U.S. – Home/Work/University LocationsSource: Comscore Ad Metrix
Share of Display Ad Impressions
Total Internet
100.0%
Facebook.com
176,307
16.2%
Yahoo! Sites
131,555
12.1%
Microsoft Sites
60,187
5.5%
Fox Interactive Media
53,823
4.9%
AOL LLC
32,100
2.9%
Google Sites
25,852
2.4%
Turner Network
15,685
1.4%
Glam Media
7,819
0.7%
eBay
7,483
Tagged.com
6,804
0.6%
AT&T Ranks as Top Display Advertiser in Q1 2010
AT&T led competitor Verizon as the top online display advertiser in Q1 with 26.3 billion impressions, accounting for 2.4 percent of display ads. Verizon held the second position with 21.9 billion (2.0 percent), followed by Scottrade Inc. with 16.4 billion (1.5 percent) Experian Interactive with 15.6 billion (1.4 percent) and Sprint Nextel Corporation with 10.1 billion (0.9 percent).
Top 10 U.S. Online Display AdvertisersQ1 2010Total U.S. – Home/Work/University LocationsSource: Comscore Ad Metrix
1,089,733
AT&T Inc.
26,342
Verizon Communications Inc.
21,897
2.0%
Scottrade, Inc.
16,406
1.5%
Experian Interactive
15,638
Sprint Nextel Corporation
10,113
0.9%
Netflix, Inc.
9,347
eBay Inc.
9,319
Intuit Inc.
8,719
0.8%
Privacy Matters 1-2-3
8,579
IAC - InterActiveCorp
8,202
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com