Web Ads' New Spin

Believe it or not, Google (GOOG Quote) and Yahoo! (YHOO Quote) don't always benefit when companies advertise online.

Increasingly, huge advertisers ranging from Dunkin' Donuts to Anheuser-Busch (BUD Quote) are trying to lure consumers directly to their own sites with content and promotions -- potentially bypassing the largest search engine and top Web portal. Both companies are eager to capture more spending from brand advertisers.

Though Google and Yahoo! are too huge to ignore entirely, the incentives for marketers to try and lure consumers on their own are increasing. Space on the top Web sites is becoming increasingly scarce, and rates for banner ads and video content are rising.

"Everyone has the same nut to crack," says Ted Page, chief creative officer of the online ad agency Captains of Industry, in an interview. "How do you keep people entertained in the age of the Internet and TiVo(TIVO Quote)?" ...