Although they may be simply annoying to some Facebook user, display ads on the social network have become the most popular display ads across the internet, surpassing Yahoo.
ComScore reports that in the first quarter on 2010 there were a total of 1,089,732 display ad impressions in the US. Facebook delivered 176 billion display ad impressions (16.2% market share). Yahoo came in second with 132 billion impressions and holds 12.1% of the market. Other notable publishers were Microsoft and Fox Interactive Media.
The table below outlines the top 10 publishers during this period.
The statistics show a turnaround for the market after a very weak 2008/2009 due to worldwide financial instability. Jeff Hackett, comScore senior vice president explains more:
Following a severe ad recession that began in late 2008 and continued through the first three quarters of 2009, we’ve been seeing a strong resurgence in the online display ad market. The first quarter of 2010 posted strong volume in online display ads, coinciding with increasing expenditure from advertisers and higher CPMs for publishers. This pickup in activity should bode well for the online advertising industry as we move forward in 2010.
Overall, US internet users received over 1 trillion display ads which is a 15% increase over the same time period last year. The total ad spending for this period reached an estimated $2.7 billion, with the average cost per thousand impressions (CPM) equal to $2.48.
Why are Facebook display ads so popular?
It’s quite simple – Facebook has over 400 million users, many of whom spend a half hour or more each day on the site. So the more time spent on Facebook means more exposure to display ads.