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Report: Facebook Now Serving 31.2 pct Of U.S. Online Ads



5:23 pm on May 4, 2011 (gmt 0)

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Facebook Now Serving 31.2 pct Of U.S. Online Ads [comscore.com]
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of the U.S. online display advertising market for Q1 2011 based on data from comScore Ad Metrix, indicating that nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one third of all display ad impressions delivered.

“The U.S. online display advertising market maintained its strong momentum from last year with a terrific first quarter,” said 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 Ranks as Top Display Ad Publisher in Q1 2011

Popular social networking site Facebook.com led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2 percent market share. Facebook’s market share has increased 15 percentage points from 16.2 percent in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1 percent), followed by Microsoft Sites with 54 billion impressions (4.8 percent) and AOL, Inc. with 33 billion impressions (3.0 percent).


11:01 pm on May 9, 2011 (gmt 0)

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@cwnet - Please read my 5000 words more carefully ;-), or just let me summarize the part you seemed to miss:

For me, Facebook charges about a 5x premium over regular display ads and returns the same results. Why would I pay them 5x more when I can just keep my spend in traditional display and get the same results at a fraction of the cost?

I will get the same effect you just described just without spending so much.


4:53 pm on May 10, 2011 (gmt 0)

5+ Year Member

@cfx211: I'm thinking about making some products available for web marketers, so just wondering how much you have invested in learning about social media marketing to get to this point (e.g. ebooks, classes, independent research, etc) Just trying to get an idea of how much people are willing to put into making it work. [note: please don't consider this self-promotion because at present I have no products available]


5:31 pm on May 10, 2011 (gmt 0)

WebmasterWorld Senior Member tangor is a WebmasterWorld Top Contributor of All Time 5+ Year Member Top Contributors Of The Month

Some advertising costs more than others. Question is (if breaking even) would one ignore a higher priced medium (and lose exposure) or not? I tend to diversify, consider all ad budgets, and keep fingers in all the pies as what is not "huge" today might be a whopper tomorrow. As long as I'm going in a hole, I'll stick a a new thing for a bit to see what happens.


6:29 pm on May 10, 2011 (gmt 0)

10+ Year Member

@sundaridevi: I have spent roughly $50k testing several different products/sites on Facebook aimed at 5 different countries. In South Africa, I found it to be a very effective medium. In Australia, I could have set my money on fire and felt better about it. The others have been mixed to poor performing tests.

I come back and take another crack at Facebook every 3-4 months in the hopes that a it gets cheaper, it performs better, or that I get better at it.

Everything I have done with Facebook has been self taught or based on conversations I have had with other marketers. Sometimes reading here helps.

@tangor: That's a consideration. I feel like we do a good job blanketing our demographic, and are getting more by pulling back and being better in the areas that convert for us. Our product also relies on a huge word of mouth (and almost no SEO despite good rankings), so its just a little different than others. There is big enough and there is overkill. I am always trying to find the right balance.


7:15 pm on May 10, 2011 (gmt 0)

5+ Year Member

@cfx211: Thank you. That is very useful information.

Tangor is right in that the web is in a continual state of change. Google has been the reference in Search for about ten years now, but before that it was Yahoo, AltaVista, Hot Bot, etc. Ten years is an eternity in internet time.

Recently i've read that Facebook + its default search results from Bing will soon account for 30% of all search.


7:28 pm on May 11, 2011 (gmt 0)

5+ Year Member

I havent read the other posts, but where is Google in this? Surely their Content Network has billions of impressions and is bigger than the likes of AOL? ...these figures dont make sense, unless it means ads specifically on that company's own platform..
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