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Portal Marketing:
The Big Four
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.
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.
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...
eMarketer Reports—On-Target and Up-to-Date
The Portal Marketing report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right when you need to.
To download the report to your desktop—click Add to Cart:
Executive Summary
 US Online Advertising Revenues* at Top Four Portals As a Percent of Total Online Advertising Spending, 2004-2007
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Portal Marketing
Top 10 Categories among US Home, Work and University Internet Users, Ranked by Unique Visitor Growth, November 2006 vs. October 2006 (thousands and % increase vs. prior month)
Portal Advertising Revenues
US Online Advertising Revenues* at Top Four Portals, 2004-2007 (millions)
US Online Advertising Revenue* Growth at Top Four Portals, 2005-2007 (% increase vs. prior year)
US Online Advertising Revenues* at Top Four Portals As a Percent of Total Online Advertising Spending, 2004-2007
Portion of Online Advertising Budgets Spent on Large Portal Advertising according to US Media Executives, Q2 2006 (% of total online advertising spending)
US Online Advertising Revenues* at Top Four Portals As a Percent of US Total Media Advertising Spending, 2004-2007
US Online Advertising Revenues* at Google and Yahoo!, 2004-2007 (millions)
US Online Advertising Revenue* Growth at Google and Yahoo!, 2005-2007 (% increase vs. prior year)
Leading Websites for Online Display Advertising in the US, by Revenues, 2006 (% increase vs. prior year)
US Online Advertising Revenues* at Google and Yahoo! As a Percent of Total US Online Advertising Spending, 2004-2007
Google and Yahoo!'s Share* of US Paid Search Advertising Spending, 2004-2007
AOL and Time Warner Worldwide Revenues, 2004-2007 (millions, % increase/decrease vs. prior year and AOL's % of Time Warner total)
MSN and Microsoft Worldwide Revenues, 2002-2007 (millions, % increase/decrease vs. prior year and MSN's % of Microsoft total)
The Importance of Reach
US Revenues and Unique Visitors at Top 10 Web Publishers, 2006
Reach at Top Four Portals and Largest Advertising Networks among US At-Home, At-Work and University Internet Users, November 2006 (% of unique visitors)
US Consumer Media Usage at Home, by Average Share of Hours per Person per Year, 2005-2010
Number of Major Portals* per Average Advertising Campaign** in the US, 2006
Media Reach at Home among US Consumers, 2006 (% of respondents)
Media Reach at Work among US Consumers, 2006 (% of respondents)
Customer Acquisition Tools Used by US Retailers, 2005 (% of respondents)
US Adult Internet Users Who Are Interested in Receiving Personalized Content, by Age, 2004-2006 (% of respondents in each group)
US Adult Internet Users Who Are Willing to Provide Demographic Data in Exchange for Personalized Content, by Age, 2004-2006 (% of respondents in each group)
US Adult Internet Users Who Are Willing to Allow Websites to Track Clicks and Purchases in Exchange for Personalized Content, by Age, 2004-2006 (% of respondents in each group)
Portal Traffic Analysis
Unique Visitors
Top 25 Web Properties among US Internet Users, December 2006 (thousands of unique visitors)
Average Unique Audience for the Top Four Portals/Search Engines in the US, Q4 2005-Q3 2006 (thousands)
Unique Visitors at Top Four Portals and Largest Advertising Networks among US At-Home, At-Work and University Internet Users, November 2006 (thousands)
Unique Visitors to US Portal Sites, June & November 2006 (thousands and % change)
Average Unique Audience Growth among the Top Four Portals/Search Engines in the US, Q1 2006-Q3 2006 (% increase/decrease vs. prior quarter)
US Unique Visitors to Top 20 Internet Domains, October 2006 & November 2006 (thousands and % increase/decrease vs. prior month)
Portal Reach
Reach of Top 25 Web Properties among US At-Home, At-Work and University Internet Users, December 2006 (% of total unique visitors)
Share of Unique Visitors to US Portal Sites, June & November 2006 (% of total Internet audience)
Average Unique Audience Active Reach for the Top Four Portals/Search Engines in the US, Q4 2005-Q3 2006 (% of active* Internet users)
Market Share of US Internet User Visits to Portal Front Pages, June-November 2006 (% of total visits to portal front pages)
Market Share of US Internet User Visits to Portal Front Pages, June 2006 vs. November 2006 (% of total visits to portal front pages and % change of share)
Page Views & Time Online
Page Views by US Visitors to Select Portal and Social Networking Websites, April 2006 (billions)
Top 10 Search Engines/Portals and Community Websites among US Internet Users, Ranked by Unique Audience, November 13-19, 2006 (thousands, % active reach and hrs:mins:secs per user)
Top 20 Websites among US Internet Users, Ranked by Total Minutes of All Unique Visitors, December 2006 (millions of minutes)
Top 20 Websites among US Internet Users, Ranked by Percent of Total Time Spent Online*, December 2006
Leading Online Categories in the US, July 2005 & July 2006 (average usage days per visitor and % increase/decrease vs. prior year)
Visitor Demographics
US Visitors to Select Internet Portals, by Gender, December 2006 (indexed by visitors to all Websites)
US Visitors to Select Internet Portals, by Age, December 2006 (indexed by visitors to all Websites)
Demographic Profile of Yahoo!'s Unique Audience in the US, October 2006 (thousands and % of total)
Demographic Profile of Google's Unique Audience in the US, October 2006 (thousands and % of total)
Demographic Profile of MSN/Windows Live's Unique Audience in the US, October 2006 (thousands and % of total)
Demographic Profile of AOL's Unique Audience in the US, October 2006 (thousands and % of total)
US Internet User Traffic Share at Portal Front Pages, by Age, May 2006* & November 2006* (% of all visits)
US Visitors to Select Internet Portals, by Household Income, December 2006 (indexed by visitors to all Websites)
Before and After: Where Visitors Come From, Where They Go
Top Five Websites that US Internet Users Visited Immediately Prior to Visiting a Portal Front Page, by Portal, November 2006 (% of total upstream visits)
Top Five Websites that US Internet Users Visited Immediately After Visiting a Portal Front Page, by Portal, November 2006 (% of total downstream visits)
Differentiators: Search, Communication, Content
US Customer Satisfaction with Portals and Search Engines, Q2 2002-Q2 2006 (100-point scale*)
Five Subdomains that US Internet Users Most Visited within Portals, December 2006 (% who visited portal)
Search and Leverage
Average Number of Internet Searches Done Each Day by US Internet Users, November 2006 (% of respondents)
Top 10 Search Engines in the US, Ranked by Searches, December 2006 (thousands and % share of total searches)
Share of Online Searches in the US, by Search Engine Provider, November & December 2006 (% of total and % increase/decrease of share vs. prior month)
Best Search Engine according to US Internet Users, November 2006 (% of respondents)
Search Engines Used Most Frequently by US Adult Internet Users, July 2006 (% of respondents)
Google Products Used by US Internet Users, November 2006 (% of respondents)
Degree of Google Usage among US Internet Users, November 2006 (% of respondents)
US Adult Internet Users' Level of Agreement with the Statement that They Always Use the Same Search Engine When Looking for Information Online, July 2006 (% of respondents)
E-Mail and Visitors
E-Mail Program Used by US Internet Users, September 2006 (% of respondents)
US Online Advertising Impressions, by Website Type, November 2006 (% of total)
Top Three Websites in the US, Ranked by Share of Online Display Ads, August 2005 & August 2006
Portals and Instant Messaging
Select Technologies Used by US Heavy* Internet Users, by Age, April 2006 (% of respondents)
Top 15 Instant Message (IM) Services Worldwide, Ranked by Unique Visitors, 2005 & 2006 (thousands and % increase/decrease vs. prior year)
US Household Internet Subscriber Satisfaction with Primary Instant Messaging Service Used, 2006 (index ranking on a 1,000-point scale)
Video: Prime Content
Websites on which US Adult Internet Users Watch Online Video Content, 2006 (% of respondents)
Types of Websites through which US Internet Users Streamed Video, March 2006 (% of respondents)
Top 10 TV Websites among US Internet Users, Ranked by Unique Visitors, August & September 2006 (thousands and % increase/decrease vs. prior month)
Portals and News
Select Types of News Websites that Are Used by US Adult Internet Users, by Internet Access Technology, November-December 2005 (% of respondents* in each group)
Select Types of News Websites that Have Been Used by US Adult Internet Users, by Internet Access Technology, November-December 2005 (% of respondents in each group)
Portals Defined (or Not)
Related Information and Links
Related Links
Contact
Report Contributors
About eMarketer
A Trusted Resource
American Customer Satisfaction Index (ACSI)
Ball State University
Bluestreak, Inc.
ChoiceStream
Compete
comScore Inc.
comScore Media Metrix
comScore qSearch
Deutsche Bank
DoubleClick
eMarketer
Experian Hitwise
Eyeblaster
ForeSee Results
Forrester Research
InsightExpress
J.D. Power and Associates
MediaPost Communications
MSN
Nielsen//NetRatings
Nielsen//NetRatings AdRelevance
Pew Internet & American Life Project
Piper Jaffray & Co.
Quantcast
ROI Research
Thomas Weisel Partners
Universal McCann
Veronis Suhler Stevenson (VSS)
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Price: $695.00
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Price: $695.00
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