The Adify Blog
[ Viewing entries tagged with "Portals" ]
Portals Trending Downward in Razorfish Annual Report
Razorfish's annual digital outlook report went out this week, and it reveals a notable shift of budgets away from portals to alternative sources for reaching niche target audiences at scale, specifically vertical ad networks. According to the report, portals claimed only a 16% share of Razorfish clients' ad budgets in 2008 (down from 19% in 2009), compared to a 37% share for networks. Meanwhile, as the report notes, "...advertiser concerns about transparency and efficacy have resulted in spending growth within broad premium environments or 'branded networks.'"
That Next-Gen Portal Is Closer Than You Think
The rise of Google fundamentally changed Web navigation, nearly making late-'90's-style content portals obsolete. Who would go to a portal to get stale content that doesn't quite fit your interests, when you could search for personally relevant content by keyword? At least that was the idea. But there's still a need for a next generation portal. Let me explain:
Today's content has gone beyond mere Google searches to an on-demand paradigm. Once I find content I like, I can Digg it, Facebook it, MySpace it, and share it with my friends at my virtual water cooler. However, while spending time in social networks has great appeal, ads displayed there aren't any more effective because they show up next to friends' profiles. That leaves a gap between the needs of social networking audiences and the advertisers who fund them.
A truly next gen portal would better serve audiences and advertisers alike. What will that portal look like? It will manifest inside vertical networks or category-specific networks, where you can read the content that matters to you most and discover new content organically, whether or not you know the keywords to bring it to light. For deep engagement, the next gen portal will do some things for you seamlessly, like aggregate all the content in the network and refresh it continuously based on what other users are viewing and on what content topics matter most to you.
Second OPA Study Reaffirms Effectiveness of Buys on Original Content Sites
The Online Publisher’s Association has released a second study, using Dynamic Logic data, that shows how ads on original content sites are more effective at engaging audiences and driving purchase intent than ads on portals or horizontal ad networks.
Jupiter’s Prescription for Content Producer Success
Large portals such as Yahoo and AOL have continued their efforts to consolidate web traffic, as reported by Barry Parr, Lead Analyst with Jupiter Research, in his new report Living With Portals (July 3, 2008). While Google’s dominant search engine tends to send traffic to a wide variety of smaller sites, the portals are, in actuality, “portals to their own properties." Yahoo.com, for example, sends 67% of its traffic to Yahoo-owned sites.
Lehman Research Looks to the Future of Online Advertising
In its latest equity research report, the investment bank Lehman Brothers has identified “what is becoming an increasingly important component of the online advertising value chain – vertical advertising networks.”
The Long Tail Starts Wagging the Dog
"Why does a dog wag its tail? Because a dog is smarter than its tail. If the tail was smarter, the tail would wag the dog."
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