U.S. Online Display Advertising Market Delivers 1.1 Trillion Impressions in Q1 2011

Facebook.com Now Accounts for Nearly 1 in 3 Online Display Ads in U.S.

RESTON, VA, May 4, 2011 – 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 2011 based on data from Comscore Ad Metrix, indicating that nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one third of all display ad impressions delivered.

“The U.S. online display advertising market maintained its strong momentum from last year with a terrific first quarter,” said Jeff Hackett, Comscore executive vice president. “We are now seeing more than one trillion display ads delivered every single quarter and nearly 300 individual advertisers spending at least $1 million a quarter on display, numbers which underscore just how large and vibrant the online medium has become. And it’s not just about the volume but about the quality of the advertising experience that can be delivered as we see continued investment in compelling, high-quality creative that helps cultivate long-term brand equity.”

Facebook Ranks as Top Display Ad Publisher in Q1 2011

Popular social networking site Facebook.com led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2 percent market share. Facebook’s market share has increased 15 percentage points from 16.2 percent in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1 percent), followed by Microsoft Sites with 54 billion impressions (4.8 percent) and AOL, Inc. with 33 billion impressions (3.0 percent).

Top 10 U.S. Online Display Ad* Publishers
Q1 2011
Total U.S. – Home/Work/University Locations
Source: Comscore Ad Metrix
  Total Display Ad Impressions (MM) Share of Display Ad Impressions
Total Internet : Total Audience 1,110,448 100.0%
Facebook.com 346,455 31.2%
Yahoo! Sites 112,511 10.1%
Microsoft Sites 53,592 4.8%
AOL, Inc. 33,454 3.0%
Google Sites 27,993 2.5%
Turner Digital 18,050 1.6%
Fox Interactive Media 11,697 1.1%
Glam Media 10,207 0.9%
CBS Interactive 9,208 0.8%
Viacom Digital 9,051 0.8%

*Display ads include static and rich media ads; excludes video ads, house ads and
very small ads (< 2,500 pixels in dimension)

AT&T Ranks as Top Display Advertiser in Q1 2011

AT&T ranked as the top online display advertiser in the first quarter with 19.5 billion impressions, accounting for 1.8 percent of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5 percent), followed by Scottrade ranked third with 11.2 billion (1.0 percent) and Intuit with 11 billion (1.0 percent). Groupon entered the top ten display advertisers at #7 with 7.7 billion impressions (0.7 percent).

Top 10 U.S. Online Display Advertisers
Q1 2011
Total U.S. – Home/Work/University Locations
Source: Comscore Ad Metrix
  Total Display Ad Impressions (MM) Share of Display Ad Impressions
Total Internet 1,110,448,112 100.0%
AT&T Inc. 19,467,236 1.8%
Experian Interactive 16,635,360 1.5%
Scottrade, Inc. 11,225,895 1.0%
Intuit Inc. 10,980,711 1.0%
Verizon Communications Inc. 9,687,999 0.9%
Netflix, Inc. 8,787,348 0.8%
Groupon 7,681,414 0.7%
Toyota Motor Corporation 7,043,887 0.6%
Progressive Corporation 6,773,297 0.6%
Weight Watchers International, Inc. 6,425,473 0.6%

Additional findings from Q1 2011 include:

  • The top advertisers in Q1 by estimated share of online display ad spending were: AT&T (2.1 percent), Experian (1.9 percent), Scottrade (1.6 percent), Toyota (1.2 percent), and Netflix (1.1 percent). Rounding out the top ten were Intuit, Verizon, Progressive, Sprint Nextel and ING, each with 1.0 percent.
  • The top consumer goods advertisers ranked by display ad spending were: Procter & Gamble, Mars, Kellogg’s, General Mills and Kraft Foods
  • 95 different advertisers delivered at least 1 billion display ad impressions and 293 advertisers spent at least $1 million on display ads during the quarter.

About Comscore
Comscore, 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.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com