eMarketer estimates that net US ad revenues at Yahoo!, AOL, MSN and Google represented 57.4% of the total Internet ad spend in 2006.
Even if Google is not included among the portals, eMarketer projects that a third of online ad spending in 2007 will come through the other three sites.
US Online Advertising Revenues- at Top Four Portals As a Percent of Total Online Advertising Spending, 2004-2007
Key questions the "Portal Marketing" report answers:
- Why will Internet ad spending remain imbalanced toward portals?
- Why do marketers find portal reach important for their campaigns?
- Which metrics work best for determining portal usage?
- How does one portal differentiate itself from the competition?
- Do portals have a singular or simple definition?
- And many others...
The Portal Marketing report analyzes the revenue and traffic figures at the leading portal sites - and accesses their impact on Internet advertising as a whole.