Report: Email Sites Have Fewer Display Ads

Display ad impressions on email sites were down in December for the first time in two months, according to new data from Nielsen//Netratings AdRelevance report. Email sites compiled only 44% of online display ads last month.

by Kristina Knight

Comparatively, email sites received 47.5% of online display ads in November and 51% of online display ads in October. Online advertisers ran 257.7 billion display ads in December, down 1.9 billion from November numbers, according to Nielsen//Netratings.

Yahoo saw the most display ads on its email platform with 36.4% of all ads shows. MSN’s Hotmail received 6.4%.

On the flip side, financial advertisers upped their portion of online display ads for December. This is the third month that financial services advertisers have topped the list for most online display ad impressions. In November financial services accounted for 25% of impressions, and in October they accounted for 30%.

In December, financial institutions accounted for 29% of all online display ads, online media accounted for 17% and retailers accounted for roughly 16% of display ad impressions. Telecoms (13%) and public services (6%) completed the top five.

The AdRelevance report doesn’t track pre-roll, partnership and sponsorship advertising. The report also does not account for ads served on proprietary AOL pages; it does account for AOL pages accessed through the web though.