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
Source: comScore Ad Metrix

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.

One Response to “1 in 5 ads run on social networking sites (U.S.)”

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