Facebook‘s share of U.S. display ad impressions grew to 27.9 percent during 2011, according to comScore data revealed on Monday. It’s a sizable lift; the Reston, VA-based researcher estimated Facebook’s 2010 share of display ads at 21 percent.
Yahoo’s currently second with 11 percent of the market, comScore says, while Microsoft, Google, and AOL trail with less than 5 percent apiece. ComScore has placed Facebook No. 1 in the display ad impressions category since 2009.
As Facebook – which may file for a public offering as early as Wednesday – has grown to more than 800 million users worldwide, brands have gotten on board with vigor. The Menlo Park, CA-based digital giant has successfully courted Madison Avenue during the last two years in particular.
“Any time a site becomes so influential to the full digital landscape, advertisers are forced to pay attention,” comScore rep Andrew Lipsman told ClickZ News. “There was a time when brands thought of Facebook as a place for kids and teenagers. That’s obviously not the case anymore.”
Users of Facebook‘s apps — for Android, iPad and iPhone — may begin seeing ads as soon as early March, as the company looks to gain an addition revenue source before it goes public.
Sources close to the matter say Facebook has already discussed proposals with advertising agencies, according to the Financial Times. Facebook began running sponsored stories in December 2011. Featured stories will appear in the mobile news feed — similar to Twitter’s promoted tweets — mixed in with posts from your friends.
In Facebook’s paperwork for its Initial Public Offering, filed Feb. 1, the company pointed to mobile as a potential revenue source — and warned that the lack of mobile revenue was one of the things that could harm it. Nearly half of Facebook’s 845 million users access the site via mobile device.
One source told FT Facebook would incentivize advertisers to link within Facebook, rather than directing users off-site.
Facebook will hold an event for marketers in New York Feb. 29, so we can expect announcements of new ways they can use the social network. Facebook is yet to unveil Timeline brand pages, although that move is anticipated in coming weeks as Facebook rolls out Timeline for all users.
Will ads on Facebook mobile deter you from using the service? Is a smartphone screen too small for promoted stories? Let us know what you think in the comments.