AT&T was the leading display advertiser on social networking sites in June 2009, Sprint Nextel was the fourth-biggest and Verizon Communications was the 10th largest advertiser on social networks that same month. About 80 percent of all social networking display ads were placed with just two sites: MySpace and Facebook.
Though most of us probably have not been paying attention, social networking sites quietly have grown to represent more than 20 percent of All U.S. online display impressions, according to comScore Ad Metrix.
MySpace and Facebook each represent nearly 10 percent of total U.S. online display ads, and then there is a classic long tail of advertisers each representing a fraction of percentage point of the overall online display advertising market.
The reason spending is shifting to social networking sites, and to online venues overall, is that advertising ultimately follows people. And leading U.S. communication companies have moved aggressively to follow their potential customers to social networking.
“Over the past few years, social networking has become one of the most popular online activities, accounting for a significant portion of the time Internet users spend online and the pages they consume,” says Jeff Hackett, comScore senior vice president.
“Social networking sites now account for one out of every five ads people view online. Because the top social media sites can deliver high reach and frequency against target segments at a low cost, it appears that some advertisers are eager to use social networking sites as a new advertising delivery vehicle.”
In the month of June 2009, AT&T got two billion impressions (the number of times an advertising item is seen, heard or watched), representing about 30 percent of AT&T's total advertising impressions for the month, across all media. AT&T's social networking ads were seen by more than 87 million unique people during the month.
Sprint Nextel served up 790 million impressions, representing more than 26 percent of its total ad impressions during June 2009, and was seen by 68.6 million unique visitors.
Verizon Communications represented 435 million impressions, representing 10.5 percent of its June 2009 ad impressions, and reaching 54 million unique visitors.
All of those are bigger numbers than I would have guessed.
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