Yahoo! on Top of Display Pubs, Sinking in Search
ADOTAS – After battering the Mid-Alantic region for a few weeks, snow has finally arrived in the Big Apple. So far it’s not that impressive, but the weatherman is calling for up to 14 inches, which might make for a good excuse to sit by the fireside and pore through comScore’s “2009 U.S. Digital Year in Review.”
As most of us will admit, it was a rough year, with a worldwide recession hobbling most business. For example, after a decade in which the segment saw 20% average growth rates annually, 2009 was the first year that e-commerce growth rates fell instead of rising, hitting $209.6 billion, a 2% dip from the year before.
However, there were definitely some bright spots in the digital world — here are a few highlights and interesting stats.
– comScore bolstered the notion that display is making a comeback: U.S. web surfers had 4.3 trillion impressions last year, accounting for a 21% increase over the year. In addition, the number of people exposed to display ads jumped 8% while average frequency rose by 12%.
The top ten publishers of display ads were:
Yahoo! Sites: 521 billion
Fox Interactive Media (MySpace): 368 billion
Facebook: 330 billion
Microsoft Sites: 218 billion
AOL: 192 billion
Google Sites: 70 billion
eBay: 36 billion
Glam Media: 25 billion
Amazon Sites: 22 billion
United Online: 20 billion
– Google still had the lion’s share of the search market, with 65.7% at the end of the year making for a 2.2% yearly boost, despite the launch of Bing, which has surpassed 10% share. Yahoo! was the big loser, trending down the entire year and falling 2% in the number of searches. Microsoft sites, on the other hand, surged with nearly 50% more searches (Google boasted 21%, which isn’t too shabby either).
– YouTube accounted for more than a quarter of all time spent watching videos online, but more than 50% of vid-viewing was actually on long-tail sites — those out of the top 25. The middle segment (#s 2-25) averaged less than YouTube, with only a 22% share of video watching. In other words, Internet video viewing is quite fragmented. How will that affect 2010, the year of video advertising?
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