comScore Introduces Ad Metrix Social™ for Enhanced Visibility into Brands Leveraging the Social Side of Display Advertising
AT&T is Top U.S. Social Display Advertiser, while Mars is U.S. Leader in Socially-Enabled Ads
Top 10 “Most Social” Display Advertisers
The top display advertiser in terms of its number of socially-published ads in August was AT&T with 3.9 billion. AT&T, the top display advertiser overall, had a share of ads published on social media sites similar to that of the total U.S. online ad universe. Among the top ten social display advertisers, IAC had the highest percentage of ads published on a social media site at 38.8 percent, 31 percent higher than the total Internet average. Each of the other top ten display advertisers on social media sites were somewhat underrepresented on these sites in relation to the total.
Top Social Display Advertisers Ranked by Number of Socially-Published Ads
August 2011
Total U.S. – Home and Work Locations
Source: comScore Ad Metrix Social
|
|
Socially-Published Display Ad Impressions (000) |
Share of Advertiser’s Total Display Ad Impressions |
Social Ad Index* |
|
Total Internet |
124,725,379 |
29.5% |
100 |
|
AT&T Inc. |
3,918,158 |
30.0% |
102 |
|
Experian Interactive |
1,701,108 |
22.6% |
77 |
|
IAC – InterActiveCorp |
1,340,945 |
38.8% |
131 |
|
Google Inc. |
1,259,531 |
26.0% |
88 |
|
Netflix, Inc. |
720,764 |
21.5% |
73 |
|
Walt Disney Company |
616,737 |
27.5% |
93 |
|
Blizzard Entertainment Inc. |
594,285 |
28.4% |
96 |
|
Microsoft Corporation |
591,793 |
14.6% |
49 |
|
Procter & Gamble Co. |
512,215 |
20.6% |
70 |
|
American Express Company |
497,929 |
21.2% |
72 |
Mars Incorporated ranked #1 on the list of the top socially-enabled display advertisers in August with nearly 300 million impressions among its brands, which include popular candy brands M&Ms, Snickers and Skittles. Nearly 30 percent of Mars Inc.’s display ads were socially-enabled – approximately 42 times higher than the total online average. Kraft Foods ranked second with 179 million socially-enabled display ad impressions, followed by Energizer Holdings with 101 million and General Motors at 97 million. Nearly all of the top ten advertisers were consumer packaged goods companies, highlighting an industry segment that is currently demonstrating the heaviest focus on these types of advertising messages.
Top Social Display Advertisers Ranked by Number of Socially-Enabled Ads
August 2011
Total U.S. – Home and Work Locations
Source: comScore Ad Metrix Social
|
|
Socially-Enabled Display Ad Impressions (000) |
Share of Advertiser’s Total Display Ad Impressions |
Social Ad Index* |
|
Total Internet |
2,876,409 |
0.7% |
100 |
|
Mars Incorporated |
297,239 |
29.5% |
4,214 |
|
Kraft Foods Inc. |
178,958 |
32.1% |
4,586 |
|
Energizer Holdings, Inc. |
101,403 |
33.4% |
4,771 |
|
General Motors Corporation |
96,799 |
4.3% |
614 |
|
Procter & Gamble Co. |
92,126 |
3.7% |
529 |
|
JPMorgan Chase & Co. |
73,808 |
9.9% |
1,414 |
|
Groupe Danone |
68,133 |
78.1% |
11,157 |
|
Sara Lee Corporation |
61,582 |
47.1% |
6,729 |
|
Unilever |
53,090 |
8.8% |
1,257 |
|
MillerCoors LLC |
52,390 |
13.9% |
2,038 |
Pasted from <http://www.comscore.com/Press_Events/Press_Releases/2011/10/comScore_Introduces_Ad_Metrix_Social>
