Online display ads rebounded sharply in the first quarter, as advertisers presented U.S. web users 1.1 trillion display ads, up 15% over the same quarter last year.
Spending on Internet display ads reached $2.7 billion in the first quarter. That was a notable increase over last year, but comScore does not have a comparable figure for Q1 2009 because it has changed the way it measures ad spend data, a spokesman says.
“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,” says Jeff Hackett, comScore senior vice president. “This pickup in activity should bode well for the online advertising industry as we move forward in 2010.”
Among the web sites that displayed ads, social network Facebook led the pack in the first quarter with 176 billion display ad impressions, about 16% of the total, comScore says. Yahoo Sites was second, with 132 billion impressions, or 12% market share. Microsoft Sites had 60 billion impressions, or 5.5%, followed by Fox Interactive Media, which includes the MySpace social network, with 53 billion impressions, or 4.8%.
Netflix Inc. and eBay Inc., which both had a .9% share of display ad impressions, were among the top 10 display advertisers in the first quarter, according to web measurement firm comScore Inc.
Display ads include static and rich media ads, comScore says, but not video or house ads.
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