Friday
May142010
1 Trillion Impressions Is Pretty Impressive: comScore Study Finds Huge 1Q In Banner Advertising
Friday, May 14, 2010 at 01:45AM
So let's imagine you have a million of something, all in one box. Unless it's grains of sand, that box has got to be pretty big.
Now imagine you have a million boxes, each containing a million things. You're going to need much, much more space - you've got a trillion things.
A trillion is a number so large that it defies imagination. But it's only 90 days to our industry. One trillion is the number of display advertising impressions comScore says were served on the internet in just the past three months. One million million banner ads.
As I mentioned on Wednesday, Facebook had passed up Yahoo in first quarter of 2010 as the leader in banner ad impressions
Trillion. With a "T".
(impressions are the number of times any banner was served). For the first time, Yahoo slipped to second in impressions with 132 million up against Facebook's 176 million.
The rest of comScore's work in its AdMetrix study showed some jaw-dropping numbers.
Counting up static and rich media ads, and setting aside video ads, house ads and "very small" ads - 2500 pixels in size, meaning approx 50px by 50px -the top, the count of the top ten publishers (websites running banner ads) accounted for half a trillion impressions.
And who were the biggest advertisers? Mobile phone companies, huge brand websites and credit reporting:
Top advertisers
So we're in an industry that is on pace to display four trillion display ad impressions this year. One trillion of anything is tough to imagine, but multiples just make the problem bigger.
There isn't any question that effective display advertising will remain a major medium for marketers both "inside" companies and "outside" in agencies. There isn't any question, as readers of AdBean Blog can attest, that display advertising grows because it delivers the reach and brand engagement that search can't.
The big question is: how many trillion display ad impressions will we see per year in the coming years? 8? 16? 32?
Now imagine you have a million boxes, each containing a million things. You're going to need much, much more space - you've got a trillion things.
A trillion is a number so large that it defies imagination. But it's only 90 days to our industry. One trillion is the number of display advertising impressions comScore says were served on the internet in just the past three months. One million million banner ads.
As I mentioned on Wednesday, Facebook had passed up Yahoo in first quarter of 2010 as the leader in banner ad impressions
Trillion. With a "T".(impressions are the number of times any banner was served). For the first time, Yahoo slipped to second in impressions with 132 million up against Facebook's 176 million.
The rest of comScore's work in its AdMetrix study showed some jaw-dropping numbers.
Counting up static and rich media ads, and setting aside video ads, house ads and "very small" ads - 2500 pixels in size, meaning approx 50px by 50px -the top, the count of the top ten publishers (websites running banner ads) accounted for half a trillion impressions.
And who were the biggest advertisers? Mobile phone companies, huge brand websites and credit reporting:
Top advertisersSo we're in an industry that is on pace to display four trillion display ad impressions this year. One trillion of anything is tough to imagine, but multiples just make the problem bigger.
There isn't any question that effective display advertising will remain a major medium for marketers both "inside" companies and "outside" in agencies. There isn't any question, as readers of AdBean Blog can attest, that display advertising grows because it delivers the reach and brand engagement that search can't.
The big question is: how many trillion display ad impressions will we see per year in the coming years? 8? 16? 32?
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