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Facebook home to 23 per cent of US display ads

November 11, 2010
Analytics guru comScore has revealed Facebook as a power player in the display ad field, with figures showing the social networking site served up a 23 per cent share of display ad impressions to US web users.

The study also found the American display advertising market has enjoyed a 22 per cent increase in impressions compared to last year's Q3. But the news won't be so sweet to the ears of Yahoo!, Microsoft, Fox and Google - the firms following up Facebook in second, third, fourth and fifth place respectively.

Facebook's lead is substantial, as its market share increased an impressive 13.9 per cent from 9.2 in Q3 of 2009. With a total of 297 billion ad impressions, it's clear that Facebook's the place when it comes to display ads in 2010 - whether the social site will follow the downhill footsteps of its social networking forefathers is something display advertisers will be waiting to find out with bated breath.

Overall, the US display ad market saw nearly 1.3 trillion ad impressions delivered and AT&T topped the chart, accounting for 1.6 per cent of display ads, with Scottrade (1.2 per cent) and Verizon (1.1 per cent) snapping at its heels.

Jeff Hackett, comScore senior vice president suggested the overall growth of the sector is not only in relation to the lessening grip of the recession, but that a number of improvements over the last few quarters are due to improved technology.

"The ability to buy specific audiences is enabling a greater number of display ads to be delivered on target, display formats are improving at a rapid rate, and the quality of creative is getting better every day," Hackett said.

"As publishers prove the value of online display ad campaigns, digital should continue to carve out a bigger piece of the advertising pie."


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