Penetração da Banda Largar (por país)

Fonte: eMarketer

São 32,9 milhões de brasileiros com acesso a internet, atualiza o Ibope

O numero total de pessoas com mais de 16 que tem acesso à web no país (em casa, trabalho e outros) soma em fevereiro 32,9 milhões, segundo dados do Ibope NetRatings divulgados hoje. A web residencial brasileira responde por 22,1 milhões de usuários, 4,1% a mais que no mesmo mês de 2006. Ainda de acordo com a pesquisadora, em fevereiro o numero de usuários que efetivamente acessaram a internet foi de 14,1 milhões, crescimento de 6,3% em 1 ano. O Brasil continua a ser o país com maior tempo médio de navegação mensal, 19 horas e 7 minutos em fevereiro, queda de 10% em relação a janeiro por conta do numero menor de dias e do carnaval.

Fonte: BlueBus

The Big Four Get Bigger

Fee, fie, foe, fum…. Here they come!
Certain industry pundits have written recently on the “de-portalization of the Internet” and the “death of the portal.” But a quick look at the numbers show that their premonitions are premature.

eMarketer estimates that net US ad revenues at Yahoo!, AOL, MSN and Google represented 57.4% of the total Internet ad spend in 2006.

And the portal slice of the ad spending pie is growing, not diminishing. This year, ad spending at the four major portal sites will account for fully two-thirds of total online ad revenues.

“As traditional marketers move more money online, they look for safety in established, mass-market brands, and portals are that,” says David Hallerman, eMarketer senior analyst and the author of the new Portal Marketing: The Big Four report. “Other than Google, the large portals are at least 10 years old, and all four average 100 million or more unique visitors monthly.”

According to eMarketer estimates, the top portals will all increase US net ad revenues in 2007, with nearly $13 billion going to just those four sites. And the revenue rankings will remain the same as in 2006.

“When you view ad revenues by growth rates, however, another pattern emerges,” says Mr. Hallerman. “The annual increases at Google, for example, are getting smaller each year — but are still far above any other portal.”

At AOL and MSN, on the other hand, ad revenue growth is ascending each year, with spectacular 36%-plus gains at AOL. In that light, the portal’s revamped structure (switching from a subscriber to an advertiser model) appears to be working out.

Revenue growth at Yahoo! remains flat, though, with approximate 20% gains in 2006 and 2007. That is due to the ongoing problems the portal has with paid search revenues, which are not performing as well as the display ads on the other pages.

“Industry prognostications aside, the idea of a portal is not going away,” says Mr. Hallerman. “A something-for-everyone kind of experience will continue to attract a certain type of advertiser and consumer. Even though that mass-market approach cannot appeal to everyone, let’s acknowledge its meat-and-potatoes place on the Web.”

In other words, while portals may not be cool, they often nourish, and so — at least in the near future — they will continue to flourish.

Fonte: eMarketer

Internet Display Ad Spending Up 17.3% in 2006: TNS

INTERNET DISPLAY ADVERTISING REGISTERED A 17.3% increase to $9.76 billion in 2006, as marketers continue to migrate online, TNS Media Intelligence reported on Tuesday. Yet it still represents just 6.5% of the total $149.6 billion in ad spending recorded for the year. Total spending was up a more modest 4.1%.

Big Internet spenders allocated about 15% of their total ad budget to Internet display, which is twice the market average, said Jon Swallen, senior vice president of research for TNS Media Intelligence.

“Within the Internet space, what continues to be interesting is the disparity in share going to the Internet with disproportionate growth coming from mid-size and smaller advertisers and less from the Top 50,” Swallen added.

While the top 50 advertisers represent one-third of total measured ad spending, the percentage of dollars they spend on Internet display ads lags smaller advertisers by two percentage points, he explained.

Vonage Holdings ($185,660,200), AT&T ($166,394,500), Dell ($136,889,900), Walt Disney Co. ($132,699,600), and General Motors Corp. ($129,520,300) were the five leading Internet display spenders for 2006, according to TNS.

Among the leading Internet display advertising categories are financial services–where Internet display is a 17% share of all ad spending–and media, coming in at 13.7%. Categories such as pharmaceuticals at 3.2% and restaurants at 0.9% are considerable laggards, Swallen said.

Swallen attributed some of the lower spending in pharmaceuticals to the fact that it is a category in which search marketing is more critical, and that is not included in the TNS calculations.

TNS anticipates no significant changes for its forecast of total ad spending for 2007, in which a 2.6% growth is predicted.

Fonte: Online Media Daily

The Auto Industry Takes a Digital Turn