Search Share of Digital Spending Slips

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."

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.