Facebook delivered nearly a quarter of all display ad impressions, comScore says.
The U.S. online display advertising market grew 22% during the third quarter and delivered nearly 1.3 trillion static and rich-media ads to consumers, according to comScore Inc. The web measurement firm says the growth demonstrates the revived strength of the online ad display market.
“Just one year ago we were still in the midst of an advertising recession, but several growth drivers have contributed to sustained improvements over the past few quarters,” says Jeff Hackett, comScore senior vice president. He says increased targeting capabilities and improved ad formats contributed to the performance.
Facebook delivered 297 billion ad impressions during the quarter, accounting for 23.1% of all impressions, according to comScore. A year ago, Facebook delivered 9.2% of display ad impressions.
With fewer than half of Facebook’s impressions, Yahoo-owned sites followed with 140 billion impressions, representing 11% of all impressions for the quarter. Microsoft sites (5.0%), Fox Interactive Media (3.8%) and Google sites (2.7%) rounded out the top five publishers. Collectively, the top five publishers delivered 45.6% of all display ad impressions during the quarter.
Display ads for telecommunications giant AT&T Inc. garnered more than 21.1 billion impressions during the quarter, followed by investment brokerage Scottrade Inc. (14.9 billion impressions) and telecom provider Verizon Communications Inc. (14.6 billion impressions). Ads for Netflix Inc., No. 14 on Internet Retailer’s Top 500 Guide, captured 9.6 billion impressions. ComScore Ad Metrix data also revealed that the average U.S. internet user received more than 6,000 display ads during the third quarter.