U.S. Display Advertising Up 15 Percent in Q1 2010
By Anna Johnson on May 16th, 2010comScore data indicates a rebound in the U.S. online display advertising market. Internet marketers invested an estimated $2.7 billion in U.S. online display ads in the first quarter of 2010, with U.S. Internet users viewing a record 1.1 trillion ads during the quarter. This is 15 percent above the number of impressions viewed in the first quarter of 2009.
Based on display ad impressions, Facebook edged past Yahoo to be the leading publisher of display ads in the U.S. during Q1 2010. Facebook commanded an estimated 16.2 percent of all U.S. online display ad impressions, followed by Yahoo with 12.1 percent, and Microsoft with 5.5 percent.
The top 10 display ad publishers by impressions in the first quarter of 2010 were as follows (display ads are defined to include static and rich media ads, but exclude video ads, house ads and very small ads of less than 2,500 pixels in dimension):
- Facebook: 16.2 percent of all U.S. display ad impressions
- Yahoo sites: 12.1 percent
- Microsoft sites: 5.5 percent
- Fox Interactive Media (which includes MySpace): 4.9 percent
- AOL: 2.9 percent
- Google sites: 2.4 percent
- Turner Network: 1.4 percent
- Glam Media: 0.7 percent
- eBay: 0.7 percent
- Tagged.com: 0.6 percent
The average cost per thousand impressions (CPM) in Q1 2010 was $2.48.
