16 Nov 10

Display inventory in the US grows by 22%

by Laura Fenton, Digital Planner/Buyer

According to the latest statistics released by online marketing research company Comscore, “nearly 1.3 trillion display ads were delivered to U.S internet users during the third quarter 2010”, which has undoubtedly helped contribute to display ad inventory in the States growing by a noteworthy 22% in just one year.

Additional findings as part of the Q3 2010 research found that the average American internet user was served more than 6,000 display ads between June and the end of August 2010 (which equates to approximately 60 a day!)

It is unlikely that one key factor is responsible for this huge growth but rather a number of different contributing factors, including (but not limited to) the continued improvement of display formats, the quality of creative and the ability to purchase targeted inventory to specific audiences. As the senior vice president of Comscore Jeff Hackett observes, “as publishers prove the value of online display ad campaigns, digital should continue to carve a bigger piece of the advertising pie.”

Another arguably central factor to this growth is the increasing popularity of social networking site Facebook. During Q3 2010 alone, the site served 297 billion display ad impressions (the largest number amongst online publishers and representing a 23.1 percent market share, compared to 9.2% in Q3 2010).

Whatever has led to this explosion of online inventory in the States, it will certainly be interesting to find out whether this trend is replicated in the UK. Certainly an earlier Comscore’s report from September 2010, which notes encouraging growth and increased reach amongst the top 10 UK ad networks would seem to suggest a similar boost in UK online display market. For further clarification however, we will need to wait for the next round of Comscore stats on the UK market.