Tuesday, April 10, 2007

State of the web: same ol', same ol'

Same old big name brands who lord over most of everything.

Within a span of a week’s time, two reports came out: first, David Card from Jupiter Research wrote a paid report on portals of the 21st century and now iProspect has released a report (again in association with Jupiter Research) on how the U.S. online population uses popular social networking sites.

Both of the reports have few new things to say except who has the most market.

From David Card’s report:

1. Three companies account for 30 percent of time spent online, each with three times the market share of the next tier of competitors. And four companies control 55 percent of online ad dollars.

2. Social media and the re-birth (and re-invention) of online advertising are the most disruptive catalysts.

3. Next-generation portals built around communications and entertainment will offer promising opportunities.

4. Google and MySpace are best-positioned to disrupt the current online media industry structure.

5. Most other companies should not try to create general-purpose portals.

All of this well and fine and has been discussed in many places.

David is positive about Yahoo.
Yahoo is still the best-positioned company in online media to offer a combination of display advertising (including rich media, video, and behavioral targeting), sponsorships, and search.


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