More on the Online Contextual Advertising Opportunity
In reaction to today’s NY Times article on Quigo, its advertising product and the current state of online advertising, Seth Godin identifies an important segment of the contextual advertising opportunity in his blog today:
“… my intuition tells me that Joe Schmo’s sports blog might actually perform better than a high-profile site. My intuition tells me that a click process that begins on a digital photo review site is more likely to lead to a purchase than one that begins on a fine art website.”
No doubt that large destination sites such as ESPN, The NY Times and Fox News are a huge opportunity for companies such as ContextWeb, Quigo and many others. But, the ‘little guy’ such as blogs and special interest niche site may be the bigger nut to crack.
The proverbial ‘Long Tail’ fits well with networks such as ContextWeb which treats each site as a group of pages that it can categorize and group with pages from other blogs and niche sites. We can then offer Jason Clement at Carat Fusion and Jason Klein at Special Ops Media the ability to run category targeted graphical banner display ads (pioneered by ContextWeb in the contextual space) via third-party ad serving across these pages on ContextWeb’s network.
-- John Ebbert
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