Avenue A/Razorfish Out In the Long Tail
Avenue A/Razorfish released its Digital Outlook Report this week. It’s huge, something like 165 pages long. You can get it here.
Among the interesting notes in the report are that although digital media spending at the online ad giant grew among large portals, it grew much more quickly in vertical sites, in the long tail of the Internet. Among the reasons for this were that vertical sites were becoming more sophisticated and are starting to have better sales forces, but also because “Advertisers are looking more broadly and finding consumers in more places.”
As web surfers begin to find their individual niches on the web, advertisers will have to follow them. It seems that multicultural is one vertical in particular that advertisers are waking up to sooner rather than later.