Niche Sites Get More Ad Response

Online consumers visit a variety of large and small web sites, but are more responsive to advertising on niche sites that more closely match their personal interests, according to San Francisco-based research provider Media-Screen.

The firm's Netpop | Response survey of 4,000 US broadband users examined how they respond to online advertising, with respondents asked to identify three sites they use for each of their special interests. By analysing these sites, Media-Screen found that smaller sites are not only more likely to advertise products and brands that consumers are interested in, they are also more likely to prompt consumers to recommend or purchase the products advertised.

The results highlight that when choosing where to place their ads, advertisers and marketers can no longer ignore smaller sites with lower traffic.

Discussing the challenges of how to best target niche sites to reach the right audience, Media-Screen's MD, Josh Crandall said: 'Consumers have gained control over the content they consume online and advertisers need to adjust their strategies to match. By advertising on smaller websites, companies can reach a highly engaged consumer with a message that relates to a subject that is important to them.'

Netpop | Response is at www.NetpopResearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.