Did you look into this study? It is interesting – the study is conducted by contextual targeting firm CONTEXTWEB through more than 1,000 ad campaigns across 18,000 publisher sites during the second half of 2010, they found that ads placed on long-tail sites – those with an overall reach smaller than 1.5% of the internet population, actually had a significant lift in clickthrough rate compared with ads on larger web properties. Overall, long-tail sites lifted click rates by 24%.
It reports that advertisers are missing a vast, largely untapped opportunity for digital media performance by focusing on the relatively small number of hugely popular short -tail internet sites to the exclusion of the long tail – the millions of smaller sites with niche audiences of enthusiasts. They concludes that long-tail advertising represents a simple, cost-effective way to gain online reach, increase click-through rates and ultimately boost sales at a significant discount to top web destinations featuring premium content.
According to emarketer, when ads were placed on sites in the long tail, all advertiser verticals studied showed lift. Alcohol ads enjoyed the highest lift, at 50%, while automotive advertisers experienced a lift of only 12%.
76% of all content categories saw increased click-through rates on long-tail sites, with the top three categories seeing a lift of 50% or better. While 24% of content categories experienced a lift in click-through rates in the short tail, ranging from 5% to 35%, these gains are often offset by the price premium paid.
The biggest lift in the long tail were education, technology and computing, and hobbies and games.
From above information, we can see long-tail advertising provided significant unduplicated reach compared to the short tail. In other words, advertisers can reach the same type of audience with the same demographics as that of the short tail, at a lower cost. In the other words, long tail provide greater efficiency in clicks for advertisers’ dollar, it is critical in providing a truly mass reach for ad campaigns.
For advertisers, this study doesn’t mean you have to stop put your ads on the top websites, advertising on the top sites are still critical, especially for major campaigns or for branding. But as advertisers, you can use the long tail as a low-cost, efficient way to augment the reach and scale of their campaigns, which means you can use both methods to gain max results.
And if you are thinking of to start a niche website, study above these data, they are good info you can use for reference.