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While Internet portals enjoy a resurgence not seen since the dot-com boom of the late ’90s, they are mostly choosing to forgo big spending on traditional advertising.
The latest case in point: AOL. In a $50 million push to begin next month for its new Web portal, AOL is leaning mostly on Web advertising. Unlike its $100 million BBDO-led push for its Internet service two years ago, AOL decided to spend tactically for the portal campaign, buying keyword search ads to funnel users to AOL content, rather than slick TV spots for awareness.
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