Portals are Still Growing Ad Revenue, What's Going On?

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What Do We Do Now?

Last post we left off with me saying that our job at this time is to make sure that everything is set and ready for when the inevitable migration from portals begins. This migration will start through decreasing viewers and in less time spent there. When that happens consistently, we'll know that it is here. If we're ready, it'll be a huge windfall in our direction.

But that is then and this is now. In reality, we need to be competing strongly even as these things unfold. While the portals are growing their advertising revenue, the overall revenue across the Internet is growing as well. The portals are a general metric we can use to check the pulse of online advertising as a whole.

Even though they now account for over half of the online ad revenue, they don't account for the other approximate 43 percent being spent out there. So as the overall market for ad spending increases online, our percentage should increase also as the pie continually grows. In other words, even if the percentage increases for a time on portals concerning ad spend, if the overall market grows larger as well, that means that we'll be getting larger amounts of advertising dollars too.

So what I'm saying is that everyone is going to win in this if they prepare and do their jobs right. The Internet ad spending dollar pie is going to grow by huge amounts for years. While the portals will get the major share of that, there will be a growing amount, even during this strong time for them, that other online marketers will get as well. Don't think that what I'm saying is that we should be complacent and wait for the portals to start to decrease. What I'm saying is that even in this time where they're getting so much of the ad spend, the overall market is growing so strongly that the other side is growing also, in spite of what the percentages are.

The conclusion is that this market is going to grow no matter how long the portals can retain their percentage of the spend. The story of the portals isn't something to be intimidated or discouraged by ... this series of posts were created for the purpose of showing you why. Eventually the portals will decline in impact and percentages. At that time we'll even do better than we are now.

In the meantime we all need to be trying new things, improving them and focus on what makes us different from our competitors. We need to continually grow deeper and wider in our niches to become a trusted brand to those that will be using our services for years ahead, which in the end will be what attracts advertisers looking for targeted markets to our sites.