Is there money deep in the Long Tail of content?
When I recently commented on a post on NewTeevee I got to think about making money deep into the long tail of content. As pointed out by Jacques Bughin of McKinsey Brussels in a recent discussion I had with him, the Long Tail was written on the evidence of online retailers. And even though the “content long tail” really does exist, the question about monetization is still open. One thing is for sure as I learned today, the audience is there.
“Every day 95 percent of the YouTube library is watched at least once” according to Google TV technology officer Vincent Dureau in EEtimes.
My argument is that if there’s an audience, there eventually will be an advertiser. Not based on the pageview advertising model but rather based on behavorial targeting advertising, as is done by Tacoda. Or based on Google’s Click-per-Action (CPA) model combined with behavorial targeting. Or it might be based on a totally new model which still has to be invented. Nobody knows…
But eventually deep in the long tail of content online, money will be made by someone. Next question is: by whom…?
September 18, 2007 at 7:14 pm
qArno, cool to have a blog- with respect to long tail estimation, check FirstMonday.org, for more insights into online advertising, see my recent publications on enterprise 2.0, as well as on digital marketing.
Best, J
February 7, 2008 at 5:08 pm
[...] Required reading: Chris Anderson’s original article on the Long Tail. A good part of this post is based on that, so it would be good to give it a read. Also, What Authors Can Learn From Radiohead and Alexandra Erin’s guest post precede this article, so reading it will give an insight to the evolution of the ideas above. An interesting sidenote not completely related to the topic at hand: Inside A Publishing House by Andrew Lownie. Image at top taken from Thoughts On Media. [...]