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Tailgating commercials

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A few years ago I

translated one almost classic article of today’s

about the distribution of readers on blogs. The theoretical reasoning was classic – Vilfredo Pareto, George Zipf, Jacob Nielsen… In short, it boiled down to simple thoughts – whoever started early gets an order of magnitude better chance of creating a successful (in this case, visited) blog, and 80% of visits get 20% of blogs. Here’s a quote from that article :

"…blogs with a small number of readers that make up the long tail of the graph are geared toward dialogue. In a world where most blogs have below-average traffic, audience size cannot be the only measure of success."

Well, that is the development of this very concept we are now witnessing. The basis of the abstraction under the loud name of Web 2.0 is precisely communication, dialogue, and the ability of the average visitor to participate in the process. One of the really important innovations has been the attention given by that 80%, the "long tail" already mentioned. An important and usually forgotten detail is that in the "long tail", at least in its middle part, there is a fairly large number of blogs and sites with high quality, a fairly narrow focus and a clearly delineated audience. It is understandable that the audience of such projects in principle inferior in number to the number of visitors to sites, say, entertainment topics. At the same time, such resources, if I may say so, have a more "high-quality" audience. A simple example: getting links to the site on the first page of a popular entertainment portal practically guarantees an additional thousand or two unique visitors, which can not fail to please. However, if you look at the statistics, it turns out that the time of viewing the site for the vast majority of these visitors is very small. And the CPM is simply negligible. Link in the profile blog of the relevant subject matter can bring much less visitors, but these will be people who will be able to assess the material presented, give interesting and professional comments and, if you have a commercial site, with a much greater likelihood of becoming your customers. Today we have two really large contextual advertising networks:

Yandex Direct



Of course, there are many more small services, but the scale is not the same, and here the site owner often begins to wonder whether the risk of cooperation with such a network is not too great

for him

whether or not they will be cheated


The problem is that now the leading Russian networks are focused on using as an advertising platform, first of all, rather large sites. Requirements Begun quite liberal, but they are at least 500 unique hosts per day, the same requirements Yandex is even stricter, in addition, it works only with legal entities and PLE. At the same time, the vast majority of Russian-language blogs (so far) do not have an appropriate audience, even though they are quite interesting and promising niche projects. Now Google has become more active on the Russian market. Russification of services, morphology support in queries, opening of the Russian office, Russian-language corporate blog and, most interesting in this context, rumors about the possible use of


As a means of depositing money into the


And getting out of


It seems that Google is going to develop the already established practice of making money on the "long tail" in Russia. However, let us be honest, WebMoney is needed not for corporations and large firms, but for individuals and small businesses, so this assumption seems quite logical. For today, one of the problems of the Russian segment of AdSense is that while the Russian-speaking advertising, especially in specific "niche" requests, which are most interesting for smaller sites with a clearly defined audience, very, very little. This is largely due to the difficulty of buying ads. The difficulty of withdrawing money from AdSense is also not the best way to affect the popularity of the service. It is the simplification of payments and an increase in the share of Google on the Russian market of search and advertising can significantly change this situation. The uncertain situation with the Yandex search output, which has become, by all accounts,

a direct consequence of an over-zealous fight against dorweisers

may only add to Google’s popularity and further exacerbate the likely confrontation. I asked Igor Ashmanov, the director of quot, to comment on this situation;

Ashmanov Partners

Yes, in Runet there is a whole unploughed field of sites with little traffic, of which there are hundreds of thousands. Begun and Yandex are not going into this field, they are afraid of cheating. That is, they are moving there, but so far at the edge – at a rate of dozens of sites per day, and this is about an order of magnitude less than what is needed to take everything. And in fact here who first got up, that’s the boot: if a webmaster has already put some kind of contextual system on the site, and she already brings him money, then shove him another for a replacement is difficult enough, there is an entry threshold for negotiations with the moderators, configuration, testing, etc.. Contextual advertising is a pretty sticky service. Google solved this problem a few years ago – included the risks of cheating in the scheme of business, it regularly sues, pays fines – but earns several billion dollars a year just for the context-sensitive advertising AdSense on small sites. If Yandex and Begun do not change strategy, the chances are that Google will take over this field in Russia. It has a lot of money and can dump it if it needs to to take over the market. On the other hand, so far, things have been very slow at Google, too. In my opinion, it is no longer the "fast" company that all startups are at the beginning. On the other hand, if Google is moving slowly now, it may have a higher class of play. Maybe when it finally offers Russian advertisers and webmasters something, it will be an offer that is impossible to refuse. Contextual advertising systems are popping up like mushrooms after the rain. I know that the majority of banner network owners (and in general those service providers who have access to a large number of clients or users) are now including contextual modules in their development plans one way or another.

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