Ride the net's long tail through tough times
On iMediaConnection:
The key to ad buying in a recession is to spend efficiently. Here's how vertical ad networks can help make that happen.
These past few weeks there has been a lot of talk about the changes happening with the world's financial markets. In January 2008, the NASDAQ bounced around, falling 317 points (12 percent), and even the venerable Google, the bellwether of online advertising stocks, fell from 685 to 584, an almost 15 percent loss. Tuning in to the evening news, you can hear talk of the R word (recession), and Google Zeitgeist reports a huge jump in that term's search popularity in 2008.
Of course it's still very early to say what will happen to the global economy, and we probably won't know that we're in a real recession until we've been in one for several months, but this current financial situation actually offers great opportunities for savvy advertisers. Compared to previous recessions, the key difference today is the opportunity to leverage the long tail of the internet to maximize the impact of advertising campaigns and reach target customers who spend more and more time on more and more sites.
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