Advertisers not spending on small web sites
New Media Age reports that “the trend” among media buyers to divert more spend to smaller Web sites and away from major portals has spun into reverse, according to sources in the online ad industry.
IAB has recently released figures concerning 2002, but I believe that, considering the AdSense program launched this year by Google, 2003 might prove different (and better).
So what makes a big site or a smaller site? I run what I think is a medium site (http://www.recipezaar.com alexa.com has us in the top 9,000 sites in the world) and we have certainly seen the opposite, i.e. more interest from the big CPG companies over the past 3 months. I am certainly seeing the same campaigns running on our site as on the top 5 in our field. Of course, we work with an ad agency to do our sales, a smaller one so we look like the big fish to them. I’d love to swap stories with someone else in our traffic range about what they are making for an average CPM and such…email me.
Well, I think of big web site as a portal, either with general content like Lycos, Yahoo! or Excite, or vertical, like Imdb.com for example.
With the birth of the Google AdSense advertising program, smaller sites that may be suffering from revenue losses from banner-ads and who struggle with affiliate programs can actually make some money, so maybe this isn’t so bad?