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Search Share of Digital Spending Slips

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Avenue A | Razorfish released its third annual Digital Outlook Report yesterday, a hefty 143-page book examining the state of digital media in 2006. As Zach Rodgers notes in his story at ClickZ, the big three portals are still garnering a quarter of AARF's digital advertising dollars, handily beating out ad networks, community and entertainment sites, and anything other than search.

Search spending by AARF grew 17 percent overall, but search spending as a percentage of total billings dipped slightly from 31 percent in 2005 to 28 percent in 2006. This shift was even more pronounced at Yahoo, where the agency's search spending dipped from 65 percent of total spend in 2005 to 40 percent of spend in 2006.

We break down more details of AARF's search spending habits, and trends spotted, in today's SearchDay, "Search Share Slipping, But Still Strong."


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