comScore Makes It Official: Display Has Rebounded


line_graph_smallADOTAS – It’s not just rumor no more: comScore’s first quarter 2010 stats show that display has rebounded, and rebounded big. The data hound noted 1.1 trillion impressions registered in the first three months of the year, a 15% pop over the year before.

The total spend on display in the U.S. jumped to $2.7 billion during the quarter and the average CPM stood at $2.48. As its popularity keeps jumping (despite some serious user, media and government discontent over its privacy policy), Facebook displayed the most impressions — 176 billion, making for 16.2% of all impressions. Yahoo! followed with 131 billion impressions (12.1%) while Microsoft trailed in third 60 billion (5.5%).

Though Google had 25 billion impressions, or 2.4% share, it will be interesting to see if the search giant’s recent redesign up its ante in the coming quarters. eZanga CEO Rich Kahn mentioned the other day that the new layout offers a lot more real estate to go beyond text ads.

“I would expect to see more graphical ad units rolling into this new design,” he said. “Once this is accomplished, as they are a leader in the industry, I expect to see others follow right behind.”

That certainly would be a promising development for display in general… Stay tuned.


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