Mobile Network Operators Rule Display Ads, Yahoo! Leads in Impressions
According to comScore, mobile phone network operators got the most impressions from online display ads in the U.S. in 2009.
AT&T Inc. was the top online display advertiser in the U.S. in 2009 based on the number of impressions, as it drew 84.3 billion impressions from December 2008 to November 2009, according to comScore.
Verizon Communications Corp. was second with 56.8 billion impressions, followed by Experian Interactive with 54.1 billion, Scottrade with 41.1 billion and eBay with 32.3 billion.
Ask Network was sixth with 31.9 billion impressions, while Microsoft trailed with 30.9 billion. Netflix (28.0 billion), Vertrue (27.6 billion) and Sprint Nextel Corp. (26.2 billion) rounded out the top 10.
Yahoo! Sites remained atop the heap by finishing 2009 as the top U.S. online display ad publisher, by number of impressions. It finished the year with 521.2 billion ad impressions, followed by Fox Interactive Media with 367.6 billion and Facebook with 329.6 billion.
Microsoft Sites was fourth with 218.1 billion impressions, followed by AOL LLC with 192.2 billion, Google Sites with 69.9 billion, eBay with 36.4 billion, Glam Media with 24.8 billion, Amazon Sites with 21.7 billion and United Online Inc. with 19.5 billion impressions.
Display ads grew 21 percent in 2009, according to comScore. This is attributed to an increase of 8 percent in the number of Web users exposed to display ads during the year, and a 12 percent boost in average frequency.
Facebook made waves recently by pushing Microsoft aside by taking over its own display-ad selling functions.
AOL finished its fourth quarter with $176.4 million in display ad revenue, a 3 percent year-over-year drop, though its domestic display ad revenue grew 1 percent to $151.7 million, the first time the company had year-over-year growth in eight quarters.
Meanwhile, Google is expected to break the $1 billion mark in display ad sales this year, according to analysts.
Sources:</strong
http://www.businessinsider.com/chart-of-the-day-yahoo-still-king-of-display-advertising-2010-2
http://www.marketwatch.com/story/aol-posts-fourth-quarter-profit-2010-02-03
http://www.businessweek.com/technology/content/feb2010/tc2010027_356976.htm
