1 in 5 ads run on social networking sites (U.S.) |
A new study published few days ago by comScore shows that social networking websites account for 20% of the U.S. banner ads impressions, with MySpace and Facebook delivering together more than 80% percent of banner ads among sites in the social networking category.
| Top Online Display Ad Publishers in Social Networking Category
June 2009 Total U.S. – Home/Work/University Locations |
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| Total Display Ad Impressions (MM) | Share of Display Ads | Ad Exposed Unique Visitors (000) | |
| Total Internet : Total Audience | 326,899 | 100.0 | 188,589 |
| Social Networking | 68,927 | 21.1 | 129,620 |
| MySpace Sites | 30,004 | 9.2 | 64,472 |
| Facebook.com | 26,813 | 8.2 | 67,389 |
| Tagged.com | 1,940 | 0.6 | 7,422 |
| MocoSpace.com | 496 | 0.2 | 1,067 |
| Hi5.com | 461 | 0.1 | 3,459 |
| Bebo | 435 | 0.1 | 6,350 |
| Classmates.com Sites | 400 | 0.1 | 9,181 |
| BlackPlanet.com | 345 | 0.1 | 2,084 |
| GaiaOnline.com | 258 | 0.1 | 1,859 |
| DeviantArt.com | 204 | 0.1 | 3,681 |
Source: comScore.
How can we interpret this? How can we explain this distribution? Well, there are two sides here:
I. Social networks gain more and more popularity among the users’ online activities, therefore the relatively high number of ad impressions on these websites.
II. Social networks become more attractive for advertisers due to their high reach, high frequency and fine targeting – all at a low cost.
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