Long Tail Publishers... Wait Isn't that Us?
Today's AdExchanger article, Who Wins And Loses As Brands Flee The Long Tail?
by Alison Weiss brings together a couple trends immediately salient to the mission of Reframous.com. The core narrative of her piece seems right: there is a Techlash going on, and it is making the biggest advertisers more nervous about how they are using technology.
I think a bunch of aspects of the so called "Techlash" get conflated for some advertisers, but across the industry I agree with the premise that big advertisers are more 'brand sensitive' when it comes to where ads get placed. Weiss notes,
"Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory."
Naturally trying to limit ad placement to the most clean well-it areas of the web disadvantages small publishers like Reframous.com, because it forces some consolidation. Without any deep thought or economic analysis I will just pose the conceptual question -- isn't this probably good for groups l like Sinclair Media? Local broadcast news content is as well-lit and safe as you are going to get. If the dominant local news sources are right-leaning won't this indirectly push ad dollars to conservative outlets?
Even more interesting, if this is the case are the digital ad platforms (Facebook and Google) going to make the same decision with their own ad dollars (which are consequential sums...) and spend more on a small set of premium publishers, or if they have the courage to eat their own dogfood...
The Cynic says that trying to make a profitable blog like Reframous.com is a fools errand.
Let me offer a reframe:
Having an authentic relationship with a niche audience (regardless of the size of that niche) is going to create opportunities for advertising. Part of the mission of Reframous.com is to bring interesting conceptual analysis to political and media questions. Insofar as you are a fan of our mission there are ways you can help us grow this community:
by Alison Weiss brings together a couple trends immediately salient to the mission of Reframous.com. The core narrative of her piece seems right: there is a Techlash going on, and it is making the biggest advertisers more nervous about how they are using technology.
I think a bunch of aspects of the so called "Techlash" get conflated for some advertisers, but across the industry I agree with the premise that big advertisers are more 'brand sensitive' when it comes to where ads get placed. Weiss notes,
"Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory."
Naturally trying to limit ad placement to the most clean well-it areas of the web disadvantages small publishers like Reframous.com, because it forces some consolidation. Without any deep thought or economic analysis I will just pose the conceptual question -- isn't this probably good for groups l like Sinclair Media? Local broadcast news content is as well-lit and safe as you are going to get. If the dominant local news sources are right-leaning won't this indirectly push ad dollars to conservative outlets?
Even more interesting, if this is the case are the digital ad platforms (Facebook and Google) going to make the same decision with their own ad dollars (which are consequential sums...) and spend more on a small set of premium publishers, or if they have the courage to eat their own dogfood...
The Cynic says that trying to make a profitable blog like Reframous.com is a fools errand.
Let me offer a reframe:
Having an authentic relationship with a niche audience (regardless of the size of that niche) is going to create opportunities for advertising. Part of the mission of Reframous.com is to bring interesting conceptual analysis to political and media questions. Insofar as you are a fan of our mission there are ways you can help us grow this community:
- If you are an advertiser, please make sure you keep Reframous.com on your "nice list."
- If you have something to say, please comment!
- If you think you know anyone who might want to join in our conversation please share our content with your friends.
Thanks!
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