Established internet firms are more likely to attract internet advertising revenue, a new study reveals.

According to a report by eMarketer, the four largest internet portals - Google, AOL, Yahoo! and MSN - attracted some 57.4 per cent of the total online advertising spend over the course of 2006.

Senior analyst for eMarketer and author of the report David Hallerman said: "As traditional marketers move more money online, they look for safety in established, mass-market brands and portals are that."

He added that as internet portals such as Google and AOL offer a "something-for-everyone kind of experience" their mass-market approach is set to "flourish".

The study also claimed that advertising spend across the four portal websites is set to account for some two-thirds of the total online marketing revenue this year.

Research by SearchIgnite and RBC Capital Markets revealed major brand name advertisers are benefiting the most from Panama, Yahoo!'s latest advertising system, reports MediaPost Publications.