Online social networks like Facebook and MySpace accounted for 21.1% of U.S. online display advertising in July, says comScore Ad Metrix, an online ad-tracking service of comScore Inc. MySpace and Facebook account for more than 80% of advertising on social networks.
Of the 326.9 billion ads U.S. online users saw in July, 68.9 billion appeared on social networks, where they were seen by 188.6 million unique individuals, comScore says. MySpace led the way with 30.0 billion impressions and a unique audience of 64.4 million; Facebook accounted for 26.8 billion impressions and 67.4 million unique individuals. Tagged.com was a distant third, with 1.9 billion impressions and a unique audience of 7.4 million.
"Over the past few years, social networking has become one of the most popular online activities, accounting for a significant portion of the time Internet users spend online and the pages they consume," says Jeff Hackett, comScore senior vice president. "Social networking sites now account for one out of every five ads people view online. Because the top social media sites can deliver high reach and frequency against target segments at a low cost, it appears that some advertisers are eager to use social networking sites as a new advertising delivery vehicle."
Telecom company AT&T was the leading advertiser on social networks, accounting for more than 2 billion ad impressions. Next was Experian Interactive, which promoted educational programs and credit reports in its ads, with 1.25 billion impressions.
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