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Online display delivers 1.1 trillion impressions to US users

May 10, 2011
Nearly 1.11 trillion display advertisements were delivered to the American internet user during the first quarter of 2011, according to industry analysts comScore.

"The US online display advertising market maintained its strong momentum from last year with a terrific first quarter," said comScore executive vice president, Jeff Hackett. "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."

The growing popularity of Facebook in the US reflects clearly in the figures, as the social media site's 346 billion impressions accounted for nearly one-third of all display ad impressions, double that of the first quarter of 2010.

The combined sites of Yahoo rank second with a 10.1 per cent share of the market and Microsoft a fair way behind in third, holding a 4.8 per cent share.

The top display advertiser for this year's first quarter was AT&T with 19.5 billion impressions, giving a market share of 1.8 per cent. Experian Interactive came second with Scottrade in third.

The report stated that 95 different advertisers gave at least 1 billion display advertisement impressions during the first quarter with 293 advertisers spending at least $1 million for their display ad campaigns during the period.


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