Tail advertising

A few years ago I was translating one almost classic article today about the distribution of readers on blogs. The theoretical justifications were classic - Vilfredo Pareto, George Zipf, Jacob Nielsen ... In short, it all came down to simple thoughts - whoever started earlier gets an order of magnitude more chances to create a successful (in this case, visited) ) blog, and 80% of visits receive 20% of blogs. I will cite one quote from that article: “... blogs with a small number of readers that make up the long tail of the graph are aimed at dialogue. In a world where most blogs have less than average traffic, audience size cannot be the only measure of success. ”. Well, we are now observing the development of this very concept. The basis of the abstraction under the big name Web 2.0 was communication, dialogue, and the opportunity for the average visitor to participate in the process. One of the really important innovations was the attention paid thereby to 80% of the already mentioned “long tail”. An important and usually forgotten detail is that in the “long tail”, at least in its middle part, a fairly large number of blogs and websites are concentrated that have high quality, a fairly narrow focus and a well-defined audience. At the same time, it is quite clear that the audience of such projects is, in principle, inferior in the number of website visitors, say, to entertainment topics. At the same time, such resources, if I may say so, have a more “high-quality” audience. A simple example: getting a link to a site on the first page of a popular entertainment portal almost guarantees an additional thousand or two unique visitors, which is good news. However, if you look at the statistics, it turns out that the time spent on viewing the site by the vast majority of these visitors is extremely short. And just insignificant CPM. A link in a profile blog of a relevant subject can lead to much fewer visitors, but these will be people who will be able to evaluate the submitted materials, give interesting and professional comments and, if you have a commercial site, are much more likely to become your customers. Today, we have two really large networks of contextual advertising: that can not but rejoice. However, if you look at the statistics, it turns out that the time spent on viewing the site by the vast majority of these visitors is extremely short. And just insignificant CPM. A link in a profile blog of a relevant subject can lead to much fewer visitors, but these will be people who will be able to evaluate the submitted materials, give interesting and professional comments and, if you have a commercial site, are much more likely to become your customers. Today, we have two really large networks of contextual advertising: that can not but rejoice. However, if you look at the statistics, it turns out that the time spent on viewing the site by the vast majority of these visitors is extremely short. And just insignificant CPM. A link in a profile blog of a relevant subject can lead to much fewer visitors, but these will be people who will be able to evaluate the submitted materials, give interesting and professional comments and, if you have a commercial site, are much more likely to become your customers. Today, we have two really large networks of contextual advertising: who will be able to evaluate the submitted materials, give interesting and professional comments and, if you have a commercial site, are much more likely to become your customers. Today, we have two really large networks of contextual advertising: who will be able to evaluate the submitted materials, give interesting and professional comments and, if you have a commercial site, are much more likely to become your customers. Today, we have two really large networks of contextual advertising:Yandex Direct and Runner . Of course, there are still many small services, but the scale is not the same, and here already often the site owner begins to wonder if the risk of cooperation with such a network is too great for him , whether they’ll throw him. The problem is that now the leading Russian networks are focused on the use of sufficiently large sites as advertising platforms. The requirements of the Runner are quite liberal, but they also comprise at least 500 unique hosts per day, the requirements of Yandex are even stricter, in addition, Direct works only with legal entities and the Public Transaction Law. At the same time, the vast majority of Russian-language blogs (so far) do not have an appropriate audience, even if they are quite interesting and promising niche projects. Now Google has stepped up in the Russian market. Russification of services, support of morphology in requests, opening of a Russian office, a Russian-language corporate blog and, most interesting in this context, the appearance of rumors about the possible use of WebMoneyas a means of depositing money into AdWords and withdrawing from AdSense. Those. Google, it seems, is also going to develop in Russia the already practiced long-tail earnings practice. Nevertheless, frankly, WebMoney is needed not by corporations and large firms, but by individuals and small businesses, so this assumption seems logical enough. Today, one of the problems with the Russian segment of AdSense is that so far there are very few Russian-language ads, especially for specific "niche" queries that are most interesting for small sites with a clearly defined audience. This is largely due to the difficulties of buying advertising. The difficulty of withdrawing money from AdSense also does not affect the popularity of the service in the best way. It is the simplification of payments and the increase in Google’s share in the Russian market of search and advertising that can significantly change this situation.a direct result of an overly zealous struggle with door-keepers , it can only add to Google’s popularity and further aggravate the likely confrontation. I asked Igor Ashmanov, director of Ashmanov & Partners, to comment on this situation.": Yes, on Runet there is now a completely untidy field of sites with little traffic, which are hundreds of thousands. Runner and Yandex are not yet going to this field, they are afraid of cheating. That is, they are moving there, but so far along the edge - at the speed of dozens of sites per day and that’s about an order of magnitude less than it takes to take everything. But whoever got up first is slippers: if the webmaster has already installed some contextual system on the site and it already brings him money, then slip him another one on replacement is quite difficult, there is an entry threshold for negotiations with moderators, Setting up, testing, etc. Contextual advertising -.. quite sticky service Google this issue already decided a few years ago - including the risk of markups in the business scheme, regularly condemned pays fines - but, on the other hand, earns several billion dollars a year precisely on context-sensitive AdSense ads on small sites. If Yandex and the Runner do not change the strategy, then there are chances that Google will take this field in Russia. He has a lot of money, he can dump, if necessary, to occupy the market. On the other hand, while events in Google are developing very slowly too. In my opinion, this has long been not the “fast” company that all startups at the beginning have. On the other hand, if Google is now moving the pieces slowly, then it can have a higher game class. Maybe when he finally offers something to Russian advertisers and webmasters, it will be an offer that cannot be refused? In general, contextual advertising systems now appear like mushrooms after rain. I know,