Nearly 1.11 trillion display ads were delivered to US Internet users in Q1 2011. Facebook accounted for 346.5 billion impressions (almost doubling the number it delivered in Q1 2010), which is nearly one third of all display ad impressions delivered, according to comScore.
In other words, Facebook ranked as the top display ad publisher last quarter, representing 31.2 percent market share. Facebook's market share increased an impressive 15 percentage points from 16.2 percent in Q1 2010. I wouldn't be even slightly surprised if the social network had over 50 percent by the end of the year.
Yahoo sites meanwhile ranked second with 112.5 billion impressions (10.1 percent) in Q1 2011, followed by Microsoft sites in third with 53.6 billion impressions (4.8 percent). AOL took fourth with 33.4 billion impressions (3.0 percent) and Google took fifth with 27.9 billion impressions (2.5 percent).
"The US online display advertising market maintained its strong momentum from last year with a terrific first quarter," Jeff Hackett, comScore executive vice president, said in a statement. "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."