Comments on: The Long Tail Of Advertising http://www.901am.com/2006/the-long-tail-of-advertising.html?utm_source=rss&utm_medium=rss&utm_campaign=the-long-tail-of-advertising New Media News Every Morning Fri, 10 Feb 2012 01:12:38 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Chris P. http://www.901am.com/2006/the-long-tail-of-advertising.html/comment-page-1#comment-118 Chris P. Wed, 13 Dec 2006 21:20:23 +0000 http://www.actionwebtools.com/~nine01am/?p=290#comment-118 I love this concept, especially from an advertiser's perspective. The one thing that bothers me, though, is that with all of this user generated content, it's impossible to determine the true reach of an ad once you've put it out there. Needless to say, you're getting more than just the ad space that you've paid for—that is, until the agencies selling the ad space begin to charge a premium based on location. All this does is drive up the property value. Advertisers will inevitably end up paying more for these additional, "new media" eyeballs. Unfortunately, they'll have no way to reliably measure the reach outside of those folks who actually saw the ad in person. The more I think about this, though, the more it really makes sense. Advertising is just becoming more efficient, so while you used to hit 30 MM consumers in Times Square (thanks to ESPN, MTV, ABC, etc.), perhaps now you hit 31 MM thanks to new media. Now I'm left wondering—how much will the price of the ad space go up? I love this concept, especially from an advertiser’s perspective. The one thing that bothers me, though, is that with all of this user generated content, it’s impossible to determine the true reach of an ad once you’ve put it out there.

Needless to say, you’re getting more than just the ad space that you’ve paid for—that is, until the agencies selling the ad space begin to charge a premium based on location.

All this does is drive up the property value. Advertisers will inevitably end up paying more for these additional, “new media” eyeballs.

Unfortunately, they’ll have no way to reliably measure the reach outside of those folks who actually saw the ad in person.

The more I think about this, though, the more it really makes sense. Advertising is just becoming more efficient, so while you used to hit 30 MM consumers in Times Square (thanks to ESPN, MTV, ABC, etc.), perhaps now you hit 31 MM thanks to new media.

Now I’m left wondering—how much will the price of the ad space go up?

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