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BizReport : Advertising archives : March 14, 2011

ContextWeb: Long-tail websites = increased CTRs

Advertisers who ignore the millions of long-tail sites on the Internet are making a costly mistake, according to a new report from contextual advertising firm ContextWeb.

by Helen Leggatt

"Long-tail" websites cater to a niche audience. While those audiences may be smaller than more popular "short-tail" sites, they offer advertisers a prime opportunity to deliver highly relevant advertising messages to a more receptive audience.

For example, short-tail travel websites for New Zealand cover popular accommodation and travel options, whereas a long-tail website for the country might focus on disabled accommodation in New Zealand, or specialize in a food or sport, and so on.

Given the relevancy of ads on niche sites it's perhaps little surprise that ContextWeb's study found that average click-through rates for long-tail advertising during the second half of 2010 were 24% higher than for short-tail advertising.

Across 20 advertiser verticals included in the study all experienced click-through increases with the highest gain experienced by the Alcohol category at 50%.

Charities, B2B, and Health categories all experienced increases in click-through rate greater than 40%.

According to ContextWeb's blog post on the topic, "Focusing advertisement campaign spend solely on the short-tail, digital marketers could potentially be burning a hole in their pockets and missing out on an opportunity".

Tags: click-through rates, long-tail, online advertising

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