Media buyers and analysts have switched on to the value of the ‘long tail’- sites which sit outside the major portals that are traditionally privately owned and operated, attracting a smaller but highly targeted, engaged audience.

This large and growing segment should not be ignored, particularly in vertical and niche markets where advertisers can often reach unduplicated online audiences within contextually relevant environments while achieving a high share of voice – cost effectively.

There are many successful businesses happily ‘wagging’ by delivering advertising opportunities which meet the needs of lower spend advertisers.

However, developing strategies to ensure they are optimising their opportunity to capture these advertising dollars is a challenge.

Long tails should not rely on their developers input (many do) as often they do not have the specialised skill base to offer this level of advice, even on seemingly basic issues such as advertisement sizes. Whether a site generates revenue through automated systems, ‘inhouse’, sales representation or outsources to the growing number of sales networks – laying strong foundations as early as possible in the life cycle of a site is key.  The advertising options available and the way a site is then presented to advertisers, (or to outsourced sales representation networks), is also a vital step to achieve revenue objectives.

Read More: http://www.digital-media.net.au/article/OPINION-Generating-advertising-revenue-The-Long-Tail/172062.aspx