The Short Tail of Advertising

Great article about the state of online advertising over at Micro Persuasion. The gist of it is scary: some 55% of all ad revenues now flow to one or more of the major portals. Their share was growing even before Google bought Doubleclick. A separate article on WSJ.com notes that newspapers saw their online advertising dip. Again, the portals are a factor here.

What’s an advertiser like Dove supposed to do? Nissan? Nexient?

Bloggers, podcasters and social networks serve niche markets. This makes them relatively cost effective and attractive to advertisers. But how does one manage a media buy across a bunch of small sites? Partnering with the major portals is one option, as Micro Persuasion suggests. But what if your budget doesn’t allow for that?

How do we segment and manage our messages in channels like blogs? While the audience is receptive, I wonder where that would leave agency resources. Thoughts?

Advertisements

0 Responses to “The Short Tail of Advertising”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




del.icio.us

April 2007
M T W T F S S
« Mar   May »
 1
2345678
9101112131415
16171819202122
23242526272829
30  

%d bloggers like this: