Facebook is ranked as the top ad publisher in the country, followed by Microsoft and Google sites.
In January 2012, 15.6 billion display ad impressions were delivered online in Australia, reaching 15.1 million internet users according to the comScore Ad Metrix report.
Facebook was number one, accounting for nearly 1 in every 4 display ad impressions, while InterActiveCorp led as the top advertiser with 275.8 million display ad impressions, driven largely by its Match.com brand.
Facebook.com ranked as the top display ad publisher in Australia during the month of January, delivering 3.6 billion display ad impressions (23% market share) that reached nearly 10.3 million people online.
Microsoft Sites ranked second with nearly 2.6 billion display ads (16.5% share), followed by Google Sites with 943 million display ads (6% share) and Yahoo! Sites with 621 million display ads (4%). eBay rounded out the top five with 540m at 3.5%.
IAC was the top advertiser, followed by NAB on 214.4m and be2 on 190m. Weight Watchers and Cudo rounded out the top five.
A key component of comScore Ad Metrix is visibility into the growing use of socially-published and socially-enabled ads. Socially-published ads refer to any brand’s display ads that appear on social networking sites, such as Facebook or LinkedIn.
Socially-enabled ads are IAB standard display ads that can be clicked through to Facebook or other social networking sites. Increasingly, brands are utilizing these social calls-to-action in their display ad campaigns as a means of bolstering their social media presence.
In Australia, 24.7% of all display ad impressions were socially published in January 2012, while 10.5% of ad impressions were socially enabled. In the case of the McDonald’s Corporation, more than half (57%) of its display ads delivered during January were socially-enabled, while 54.4% of its display ads were published on social networking sites.
“Today an average Australian internet user receives more than 1,000 display ads each month, highlighting the significance of digital advertising in the broader media landscape,” said Amy Weinberger, comScore vice president for Australia and New Zealand. “This increasingly important channel in the marketing mix creates a growing need for market-level understanding and competitive insights so that agencies, advertisers and publishers can effectively navigate this complex environment."