Facebook on pace to serve 1.3 trillion display ads this year
We’re actually being slightly conservative here, given the new data from comScore. Incredibly, Facebook served up about one in every three online display ads served in the U.S. And that was just for Q1, a seasonally slow quarter.
First, let’s look at the overall online ad market in the U.S. which saw an impressive 1.11 trillion display ads served in Q1. And Facebook’s load: 346 billion impressions, accounting for that roughly-one-in-three stat above. At this pace Facebook would serve up 1.38 trillion impressions in 2011. Yes, trillions with a T. That is if there is absolutely no further pick-up in an otherwise resurgent online ad market. Right. Conservative.
It’s clear the U.S. online ad market has that all-important MO behind it. Says Jeff Hackett, comScore executive vice president:
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.
Facebook’s growth in online display ads is pretty scary. It’s now more than three times larger than it’s next biggest rival, Yahoo, and 12 times bigger than Google. And, it’s
doubled DOUBLED its market share in the past 12 months.
Getting to the advertisers now, ComScore breaks out the big spenders here:
- The top advertisers in Q1 by estimated share of online display ad spending were: AT&T (2.1 percent), Experian (1.9 percent), Scottrade (1.6 percent), Toyota (1.2 percent), and Netflix (1.1 percent). Rounding out the top ten were Intuit, Verizon, Progressive, Sprint Nextel and ING, each with 1.0 percent.
- The top consumer goods advertisers ranked by display ad spending were: Procter & Gamble, Mars, Kellogg’s, General Mills and Kraft Foods
- 95 different advertisers delivered at least 1 billion display ad impressions and 293 advertisers spent at least $1 million on display ads during the quarter.
I was curious to see if this news might impact share price of Google and Yahoo yesterday. Not so. So far. We say not so as of now because the comScore numbers seem to have hit late in the day (there’s no time stamp on the release that I can see) and so it may have spared these two for one day at least.