The portal segment of the ad spending pie is increasing, not decreasing

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(Continued) The RFS Newsletter, Mar. 24, 2007. Page 4
Overall, the portal segment of the ad spending pie is increasing, not decreasing. In 2006, it's estimated that overall ad spending at the four major portal sites will account for about 67 percent of total Internet ad revenues. David Hallerman, eMarketer senior analyst said "as traditional marketers transit more money online, they look for safety in established, mass-market brands, and portals are just that."

Hallerman added "other than Google, the large portals are at least 10 years old, and all four average 100 million or more unique visitors monthly." The top portals will all increase in U.S. net ad revenues for this year, with nearly $13 billion going to just those four sites. And the revenue rankings will remain the same as last year, says eMarketer. "However, when you analyze ad revenues by growth rates, another pattern emerges," says Mr. Hallerman.

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