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Horizontal portals losing their sheen to verticals?

Horizontal portals are losing some of their sheen to verticals as advertisers have started preferring to reach numerically lower but more focused users, reports LiveMint. “This trend started around last year or so, but now it’s clear that ad money is moving away from horizontals to verticals,” Arvind Mahendru, managing partner of interaction at GroupM, has said.

Horizontal portals are losing some of their sheen to verticals as advertisers have started preferring to reach numerically lower but more focused users, reports LiveMint. “This trend started around last year or so, but now it’s clear that ad money is moving away from horizontals to verticals,” Arvind Mahendru, managing partner of interaction at GroupM, has said.

“Horizontals are cluttered and these days, for most needs, the customer knows which vertical to go to,” Arvind Mahendru adds. “While verticals always had the targeted audience advantage, now they are also boasting of a sizeable user base. Horizontals are going to feel the pinch.”

Ajit Balakrishnan, chairman of Rediff.com, a leading horizontal portal, however, has a different opinion. According to him, horizontals sometime produce the most successful verticals. “Yahoo Finance is a good example. Our own vertical Rediff Money gets higher traffic than most dedicated finance verticals,” Balakrishnan has said.

Dinesh Wadhawan, chief executive officer, Times Internet Ltd (Indiatimes.com), puts forward yet another interesting point, “Verticals have certain limiting factors. How many times in your life are you going to get married or be looking for a job? In comparison, won’t you check mail every day? In fact, several times a day?”

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