Facebook carries 1 in 4 online ads in Australia: Comscore

The debut Ad Metrix report shows that online advertsing reached 15.1 million internet users in January. IAC (InterActiveCorp) was the top advertiser, with 275.8 million display ad impressions, largely for its Match.com brand, according to Comscore's data.

The Comscore report also provides insight into socially-published ads (those published on a social-media site such as Facebook or Twitter) and socially-enabled ads (display ads on any site that allow the user to click through to a social site). In Australia, socially published ads accounted for 24.7 per cent of all display ad impressions, while socially enabled ads accounted for 10.5 per cent of overall ad impressions. McDonald’s stood out in its use of social tools, with 57 per cent of its display ads being socially enabled and 54.4 per cent of its display ads socially published. 

“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,” Amy Weinberger, Comscore vice president for Australia and New Zealand, said in a statement. “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."

Top 10 Online Display Ad Publishers in Australia, January 2012

Top 10 Online Display Advertisers in Australia, January 2012

Source: Comscore Ad Metrix
Tables reflects display advertising only and exclude small ads and house ads (<2,500 pixels in dimension). Tables exclude traffic from public computers and access from mobile devices.