As expected, the Q4 ad market was good to Yahoo and AOL, with sellthrough up sequentially for both sites, according to RBC’s Display Ad Monitor study, summarized by analyst Ross Sandler in a note today.
- Yahoo’s homepage had perfect 100% ad sellthrough, up from the mid-90% range in Q3. And sellthrough of Yahoo’s new big login page ad peaked at 79% in December, up from 40% in November. But that has dropped off again in January.
- AOL homepage sellthrough was about 90% in Q4, similar to Q3. (Though it reached 98% in December.) But other sub-vertical sites did much better in Q4 than Q3. (See chart below.)
- YouTube homepage sellthrough increased to 70% in Q4 from 60% in Q3, and the mix showed an “even distribution” of industry category advertisers, more so than before, when media and entertainment advertisers dominated, Sandler writes.