Australian Internet users are viewing about 1000 ads each every month, according to Ad Metrix, a new online advertising tracker service launched this week by market research group ComScore.
It says that in January, 15.6 billion display ad impressions were delivered online in Australia, reaching 15.1 million Internet users – giving the total of about 1000 for each user.
Dating services were the biggest user of online ads, with IAC – operator of the Match dating service – the top scorer, responsible for 275.5 million impressions, and Be2, another dating service in third spot with 190 million impressions.
The No 2 spot was filled by National Australia Bank with 214.4 million impressions. Filling out the top 10 were Weight Watchers, Cudo (part of the Nine group), ANZ Bank, Foxtel, Fairfax Media, JohnsietSite and Lite’n’Easy.
Facebook was the top online display ad publisher in January, delivering 3.6 billion display ad impressions, or 23 percent of the total, and reaching 10.3 million viewers – though not necessarily 10.3 million individuals.
It was followed by Microsoft sites (2.6 billion ad impressions), Google (943 million) and Yahoo (621 million).
Amy Weinberger, ComScore’s VP for Australia and New Zealand, has conceded that the service is not always able to differentiate between paying and unpaid ads. But she told the Mumbrella media and marketing Web site: “These are still valid impressions, as they were absolutely seen (fully downloaded) by a unique person – it’s still an ad being seen by an Aussie.”
