Social Networking Sites Account for More than 20 Percent of All U.S. Online Display Ad Impressions, According to comScore Ad Metrix
RESTON, Va., Sept 01, 2009 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world today released a study of U.S. online display advertising on social networking sites in July 2009, based on data from the comScore Ad Metrix service. The study showed that social networking sites accounted for more than 20 percent of all display ads viewed online, with MySpace and Facebook combining to deliver more than 80 percent of ads among sites in the social networking category.
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Top Online Display Ad Publishers in Social Networking Category
July 2009
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Share of Ad Exposed
Ad Impressions Display Unique
(MM) Ads Visitors
(000)
-------------- -------- ----------
Total Internet : Total Audience 326,899 100.0 188,589
------------------------------- ------- ----- -------
Social Networking 68,927 21.1 129,620
----------------- ------ ---- -------
MySpace Sites 30,004 9.2 64,472
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Facebook.com 26,813 8.2 67,389
------------ ------ --- ------
Tagged.com 1,940 0.6 7,422
---------- ----- --- -----
MocoSpace.com 496 0.2 1,067
------------- --- --- -----
Hi5.com 461 0.1 3,459
------- --- --- -----
Bebo 435 0.1 6,350
---- --- --- -----
Classmates.com Sites 400 0.1 9,181
-------------------- --- --- -----
BlackPlanet.com 345 0.1 2,084
--------------- --- --- -----
GaiaOnline.com 258 0.1 1,859
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DeviantArt.com 204 0.1 3,681
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"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," said 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."
AT&T Top Display Advertiser on Social Networking Sites in July
AT&T ranked as the top display advertiser on social networking sites in July with more than 2 billion ad impressions, which accounted for 30 percent of the company's total number of display ads delivered during the month. Experian Interactive, which delivered a heavy rotation of ads for educational degree programs and credit scores, ranked second with nearly 1.3 billion impressions in the category. Two of the top ten advertisers on social networking sites in July delivered the vast majority of their impressions within the category. Pangea Media, which primarily advertises a variety of love and celebrity quizzes, delivered 90 percent of its ads on social networking sites, while online gaming provider Zynga delivered 97 percent of its ads on these sites.
Top Online Display Advertisers in Social Networking Category
July 2009
Total U.S. - Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Share of Ad Exposed
Ad Impressions Advertiser Unique
(MM) Ad Visitors
Impressions (000)
-------------- ----------- ----------
Social Networking Category 68,927 21.1 129,620
-------------------------- ------ ---- -------
AT&T, Inc. 2,067 29.5 87,080
---------- ----- ---- ------
Experian Interactive 1,250 23.9 58,991
-------------------- ----- ---- ------
Ask Network 950 44.6 41,379
----------- --- ---- ------
Sprint Nextel Corporation 790 26.3 68,581
------------------------- --- ---- ------
Pangea Media 572 89.6 33,079
------------ --- ---- ------
Microsoft Sites 564 16.8 60,148
--------------- --- ---- ------
Apollo Group, Inc. 510 41.4 51,981
------------------ --- ---- ------
Zynga.com 484 96.8 40,009
--------- --- ---- ------
GameVance.com 450 33.9 34,762
------------- --- ---- ------
Verizon Communications Corporation 435 10.5 54,010
---------------------------------- --- ---- ------
"Social media is becoming an increasingly attractive vehicle for major advertisers seeking to optimize campaign reach and frequency and smaller advertisers desiring to reach a highly targeted audience," added Hackett. "As social networking sites innovate on their existing ad offerings, the category should continue to grow in ad volume, while CPMs could also increase if the sites can demonstrate a high campaign ROI."
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
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