According to comScore, Inc. latest data overview of the German online display advertising market for Q3 2010, revealed that German internet users received more than 188 billion display ads during the quarter.
“With 188 billion online display ad impressions served in Germany in the third quarter, it’s evident that online advertising has become a sizeable market over the past few years,” said Peter Bernschneider, account manager of comScore Germany. “Social networking sites continue to attract users as well as advertisers, with the top 3 ad publishers in Germany being social networking sites.”
Facebook Ranks as Top Display Ad Publisher in Germany
With more than 15.6 billion display ad impressions delivered, representing an 8.3 percent market share, Facebook.com carried more display ad impressions than any other online publisher during Q3 2010. The German property Verlagsgruppe Georg von Holtzbrinck, which owns social networking sites schuelervz.net, studivz.net and meinvz.net, ranked second with 8.7 billion impressions delivered (4.6 percent share), followed by Jappy GmbH with 8.2 billion impressions (4.4 percent) and Deutsche Telekom with more than 8 billion impressions (4.3 percent).
Top 10 German Online Display Ad* Publishers
Q3 2010
Total Germany - Home and Work Locations
Source: comScore Ad Metrix |
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions |
| Total Internet | 188,076 | 100.0 |
| Facebook.com | 15,642 | 8.3 |
| Verlagsgruppe Georg von Holtzbrinck | 8,732 | 4.6 |
| Jappy GmbH | 8,241 | 4.4 |
| Deutsche Telekom | 8,080 | 4.3 |
| eBay | 5,791 | 3.1 |
| United-Internet Sites | 5,744 | 3.1 |
| Google Sites | 5,619 | 3.0 |
| Microsoft Sites | 4,723 | 2.5 |
| RTL Group Sites | 3,782 | 2.0 |
| Axel Springer AG | 3,318 | 1.8 |
*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (<>
Telefonica Ranks as Top German Display Advertiser in Q3 2010
Telefonica Europe, which owns 02 and Alice, was the top online display advertiser in Q3 2010 with nearly 3.4 billion impressions, representing 1.8 percent of all display ad impressions during the quarter. Deutsche Telekom AG held the second position with also nearly 3.4 billion (1.8 percent share), followed by 1&1 Internet AG with 2.6 billion (1.4 percent) and eBay with 1.7 billion (0.9 percent).
Top 10 German Online Display Advertisers
Q3 2010
Total Germany - Home and Work Locations
Source: comScore Ad Metrix |
| Total Display Ad Impressions (MM) | Share of Display Ad Impressions |
| Total Internet | 188,076 | 100.0 |
| Telefonica Europe | 3,392 | 1.8 |
| Deutsche Telekom AG | 3,375 | 1.8 |
| 1&1 Internet AG | 2,624 | 1.4 |
| eBay, Inc. | 1,716 | 0.9 |
| Zalando GmbH | 1,137 | 0.6 |
| Vodafone Group Plc | 1,077 | 0.6 |
| Microsoft Corporation | 1,007 | 0.5 |
| Royal KPN N.V | 976 | 0.5 |
| Google Inc. | 943 | 0.5 |
| GameDuell Inc. | 896 | 0.5 |
Verlagsgruppe Georg von Holtzbrinck is a Stuttgart-based publishing holding company which owns publishing companies worldwide. Holtzbrinck has published everything from Salman Rushdie's Satanic Verses to classics by Agatha Christie, Jean-Paul Sartre, Ernest Hemingway and John Updike. Amongst its well known international publications are Nature and Scientific American.Holtzbrinck has total annual sales of 2.1 billion euros (as of 2005); 49% of sales are in Germany and 23% in North America. It had 2005 earnings before taxes of 142 million euros, and a total of 14,000 employees.Chairman of the group is Stefan von Holtzbrinck. John Sargent is CEO of Macmillan, the company that unites the US-based businesses of the group.
Telefónica Europe plc is a European broadband and telecommunications company that trades as O2 (typeset as O2). The company originated as a collection of worldwide telecommunications companies, known in the later half of the 1990s as BT Wireless, and a global mobile data business known then as Genie Internet, both subsidiaries of British Telecommunications.
Telefónica Europe provides both fixed and mobile telephony operations in the United Kingdom, Ireland, Germany, the Netherlands, the Czech Republic, and Slovakia. O2 has additionally established a joint venture with Tesco Mobile in the United Kingdom and Ireland, and the Tchibo Mobilfunk network in Germany.
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