Social Networks Take More Than 20 Percent Of Online Ads
More than 20 percent of all online display advertisements in the US are presented on social networking venues such as Facebook or MySpace, according to a new report.
ComScore Inc issued a new report on Tuesday showing that Internet advertising firms are increasingly embracing social networks.
According to the report, social networking sites accounted for 21.2 percent of Internet display ads in the US during the month of July. Of that percentage, more than 80 percent was claimed by Facebook and MySpace.
"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."
ComScore said AT&T was ranked the top display advertiser on social networking sites in July. The company had more than 2 billion ad impressions, accounting for 30 percent of the company’s overall number of display ads during the month.
Experian Interactive came in behind AT&T with almost 1.3 billion ad impressions on social networking sites.
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, according to comScore.
“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.”
—
On the Net: