More than one in five of all online ads are served on social networks. MySpace still leads the pack with 9.2% of all online ads, and Facebook is a close second with 8.2%. The 3.7% of online ads served on social networks is split among such sites as Tagged.com, MocoSpace.com, Hi5.com, Bebo, Classmates.com and other smaller sites, most with 0.1% or less of the total online ad market:
Top Online Display Ad Publishers in Social Networking Category
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|
The top advertisers on social networks were AT&T (seriously?), with >2B ad impressions, 30% of its online advertising (seriously?). Other top advertisers included Experian (1.25B impressions, 24% of its online ads), Ask.com (950M impressions, almost 47% of its online ads), Sprint (790M impressions, 26% of its online ads), Pangea Media (572M impressions, almost 90% of its online ads) and Microsoft (564M impressions, only 17% of its online ads).
So mobile phones and also-ran search engines are among the top advertisers on social networks. I guess the mobile phones make sense—we’re on social media to connect to other people, and that’s what cell phones are for, right? But somehow, I don’t think that’s going to be quite enough to turn around Microsoft’s and Ask’s online fortunes.
What do you think? Are you surprised by the proportion of online advertising social networks have grabbed? Do you think social network advertising is worth it? Can it help Microsoft and Ask?