Social Networking Sites: More Than 20% of Ad Impressions, Led by MySpace, Facebook
According to comScore, social networking sites accounted for more than 20 percent of all display ads viewed online in July, with MySpace and Facebook driving the large majority of these impressions.
Of the 326.9 billion total display ad impressions in the U.S. in July, 68.9 billion, or 21.1 percent happened on social networking sites, according to comScore.
MySpace Sites accounted for 30.0 billion display ad impressions in July, or 9.2 percent of the total, while Facebook accounted for 26.8 billion impressions, or 8.2 percent of the total.
The two leading social networking sites combine to account for 82.4 percent of all display ad impressions on social networking sites.
Tagged.com delivered 1.9 billion ad impressions in July, or 0.6 percent of the total, while MocoSpace.com delivered 496 million ad impressions, or 0.2 percent of the total in July.
Hi5.com (461 million), Bebo (435 million), Classmates.com Sites (400 million), BlackPlanet.com (345 million), GaiaOnline.com (258 million) and DeviantArt.com (204 million) rounded out the list of the top 10 social networking sites in terms of display ads delivered.
“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,” said Jeff Hackett, senior vice president at comScore.
AT&T was the top online display advertiser in the social networking category in July with 2.1 billion impressions, or 30 percent of the company’s total number of display ads delivered during the month.
Experian Interactive delivered 1.3 billion display ads on social networking sites in July, or 23.9 percent of its total display ads delivered.
Ask Network delivered 950 million display ads on these sites during the month, or 44.6 percent of its total, while Sprint Nextel Corporation delivered 790 million display ads on social networking sites, or 26.3 percent of its total.
Pangea Media, which mostly advertisers a variety of love and celebrity quizzes, delivered 572 million display ads on social networking sites, or 89.6 percent of its total display ads during the month.
Zynga.com, an online gaming provider, delivered 484 million display ads on social networking sites during July, a whopping 96.8 percent of its total for the month.
“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,” Hackett said.
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