Discovering the advertising value of the long tail of the blog

Advertising

Google first discovered many small stations as the value of advertising platform, using Google AdSense almost the entire internet has become Google's advertising platform. The popularity of the blog so that the platform has been expanded to a greater extent, digging this increasingly long tail of the advertising value has become a lot of people focus on the market opportunities.

According to Sohu's blog survey data, 19.6% of the blogger is willing to share advertising revenue with the blog service providers, it is clear that through the blog ads to obtain revenue will be quite attractive. And Qumana has done a survey, although there are many bloggers are accepted in the blog placed ads, but can rely on blog to make money for the blogger still only accounted for the lower proportion, I think in addition to the blog itself a lower number of visits, readers less click ads and other reasons, The low correlation between advertisement and article is also an important influence factor.

In Qumana's survey, bloggers who use Google AdSense account for the vast majority. Although Google AdSense is based on Google's strong word segmentation and search for related matches to show the content of the blog ads, but because the blogger for the display of advertising content does not have any choice and decision-making power, so may cause relevance matching is not high, Or the emergence of advertising content is the blogger does not like the company (such as the boycott of Japanese goods on the blogger website appear on the Japanese goods ads) and so on. As a result, some new companies began to enter the market, for bloggers to provide customizable advertising content. For example Qumana's Adgenta and feedweaver, they can let the blogger decide each article key word, or say tag, make the article and the advertisement correlation is stronger, also may let the blogger have the right according to own understanding to the reader characteristic to decide the advertisement content, This may make advertising more attractive to readers, but also to obtain higher advertising revenue, and these ads can not only be displayed on the blog, can also be added to the RSS.

Qumana recently also released a new version of the blogging client tools, so that users in the local writing blog at the same time can be easily selected to publish the advertising content, form, location and so on, for the blogger's advertising release provides a more efficient and convenient way. If Qumana's advertising content is rich enough to share the credibility of good, in the future should be able to attract many bloggers to join. Blogger this long tail value, has been more and more people's attention in foreign countries, while the domestic advertising industry is still clinging to the portal site advertising, when there will be a domestic blog advertising network appear?