Bigger Sites May Not Be Better for Online Advertisers

• Posted: Thursday, January 18, 2007
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• Author: pradhana
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• Filed under: Brand and Branding, Internet Advertising

Advertising on smaller niche sites could make a big difference.

In the glory days of television, when mass media reigned, media planners could buy time on CBS, NBC and ABC and waltz out for a three-martini lunch. Easy as that.

Times have changed, of course. Today, planning multimedia advertising campaigns is far more complex. But media planners would still prefer to keep things as simple as possible. When it comes to the online portion of their budgets, they buy Google, Yahoo! and a few major vertical-interest sites and, often enough, that is about it.

Merrill Lynch projects that both search and branded advertising will grow online next year, up 27% and 21%, respectively.

But continuing to put the bulk of online ad dollars on large sites could be a mistake. Big, particularly on the Internet, may not be better.

According to new research from Media-Screen, when brand managers and media planners are choosing where to place their ads online, they should not ignore smaller sites with less traffic.

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