1.4 trillion display ad impressions were delivered in the US in Q4 2012, up almost 6% year-over-year, details comScore in a new study. As comScore’s report notes, the number of high-volume advertisers (that delivered at least 1 billion impressions per quarter) was fairly constant from Q4 2011 to Q4 2012, which the researchers suggest is an indication that growth in the market is being fueled by an increase in small and mid-sized advertisers.
While the number of advertisers delivering 1-3 billion impressions per quarter grew from 99 in Q4 2011 to 103 in Q4 2012, the number delivering more than 10 billion impressions per quarter fell from 9 to 5. The report notes that large advertisers may be focusing more on quality than quantity as they place a greater emphasis on viewability (a just-released report from Integral Media reveals viewability metrics for H2 2012). Read the rest at MarketingCharts.
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