Last Friday, I highlighted an article that discussed the low rate of consumer interaction with display ads. That detail has not deterred marketers from allocated significant budget resources to the format. The latest figures from comScore shows the format continues to grow through the key players in the industry have begun to shift.
The latest data from comScore reveals that 1.11 trillion displays ads were shown to U.S. consumers during the first quarter of this year. Jeff Hackett, comScore executive vice president, says “We are now seeing more than one trillion display ads delivered every single quarter.” A noticeable detail in the new data is the dominance of Facebook in the display ad market. Nearly 1 out of every 3 ads appears on Facebook. Here are the top media providers in the display ad market:
- Facebook 31.2%
- Yahoo! Sites 10.1%
- Microsoft Sites 4.8%
- AOL, Inc. 3.0%
- Google Sites 2.5%
Hackett also remarks that the display market is ‘vibrant’ with at least 300 advertisers spending upwards of $4 million annually in this space. Big spenders include AT&T (1.8% of market total), Experian Interactive (1.5%) and Scotttrade (1.0%). In the most recent quarter, newcomer Groupon popped up to 7th place on the list with over 7.6 billion impressions delivered.
It will be interesting to watch the future growth of the social media-related players in the older display ad space. For now, it seems marketers are sold on the benefits of online display.[Source: U.S. Online Display Advertising Market Delivers 1.1 Trillion Impressions in Q1 2011. comScore.com. 4 May 2011. Web. 16 May 2011]