Advertising | Social Networks

Facebook Accounts for One Third of Online Ads in U.S.

According to a new report from comScore, Facebook now accounts for nearly one third of all US display advertising impressions delivered. In the first quarter of 2011the social media giant accounted for 346.4 billion impressions, a 31% of 1.1 trillion ads served to the US Internet users.  This is a significant increase for Facebook in terms of market share compared to 15.6% in Q1 2010.

“The US online display advertising market maintained its strong momentum from last year with a terrific first quarter,” Jeff Hackett, comScore executive VP, said in a statement.

“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,” Hackett added.

During the first quarter of 2011 Yahoo! websites ranked second claiming 10.1 % share, followed by Microsoft sites with 4.8%, AOL with 3.0% and Google which had 2.5%, according to the comScore data.

AT&T was ranked as the top online display advertiser on the web with 19.4 billion impressions, claiming 1.8% of the total market. Experian Interactive came close to AT&T with 16.6 billion impressions and ranked second with 1.1% market share. Scottrade was ranked third with 11.2 billion (1.0%) and Intuit with 11billion (1.0%). Among the top ten advertisers is Groupon taking the seventh place with 7.7 billion impressions or 0.7% of display ads.

Additionally, comScore data reveals that 95 different advertisers delivered at least 1 billion display advertising impressions and 293 advertisers spent at least $1 million on display ads during the Q1 2011.

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