Decline of Portals?

Web Portals, Social Networks Lose Share in Ad-Spending Study – Advertising Age

Razorfish’s annual digital-outlook report is always an interesting glimpse into one agency’s decisions. And as Razorfish is the second-largest agency by digital revenue, according to Ad Age DataCenter data, it’s worth paying attention.

In 2008 the portal category, which includes sites such as Yahoo and MSN, nabbed a smaller share of Razorfish’s dollars, 16% vs. 19% in 2007. The reason, Razorfish said, was that while the scale portals deliver still matters, the choices for obtaining targeted scale outside of portals have grown.

Spending on entertainment sites was way up in 2008, to 23% of share from 18%, for two reasons: First, Razorfish finds that people in leisure environments are more open to advertising and the ads appear to convert better, and second, there were many new premium video sites where advertisers could spend their dollars.


pdf_icon Download the electronic version of ‘Razorfish Digital Outlook 2009’ Report.


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