Yahoo Mail Tops in Online Display Impressions

But MySpace's Share Is Growing Fast

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NEW YORK (AdAge.com) -- Yahoo Mail attracts more online display-ad impressions than any other website -- 35.7% in June -- while MySpace's share of impressions is gaining fast, Nielsen/NetRating's AdRelevance reports. The social-networking site grew its share of the market to 17% in June from 14.6% in May.
Yahoo Mail got 4.42% of all internet visits during the first week of July, just less than leader MySpace, but its display ads are making an impression.
Yahoo Mail got 4.42% of all internet visits during the first week of July, just less than leader MySpace, but its display ads are making an impression.

Most popular on the web
Earlier this month, Hitwise named MySpace the most popular site on the web, with 4.46% of all internet visits during the first week of July -- more than Yahoo's e-mail service (4.42%) or Yahoo's home page (4.25%). AdRelevance found that web media's share of all impressions in June grew to 18% from 13% in May.

Overall, U.S. online-ad spending in the first quarter increased 46.4% year-over-year, according to Nielsen Monitor-Plus. The top-10 spenders increased their outlay by 11.4% in the first quarter compared to the same period last year. Led by Procter & Gamble Co.'s $839 million, the pack of 10 spent about $4.6 billion.

The overall number of online display impressions tracked by Nielsen/NetRatings fell to 193.6 billion in June, down from 197.7 billion in May and 197.0 billion in April.

Financial services accounted for 24% of all online advertising in June, down from 28% in May, but still more than any other sector. Telecoms' share of online ads rose slightly in June to 18%, from 17% in May. Retail goods and services claimed 16% of online ads, the same as in May.

Movie studios spend $40M
Movie studios spent more than $40 million advertising online from January through May, estimates Nielsen/NetRatings AdRelevance, making up 39% of all entertainment spending online. That's up from about $35 million during the same period last year.

The AdRelevance data does not include ads served on proprietary AOL pages, but does count ads that appear on AOL pages accessed over the web.
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