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Digital marketers may be missing opportunities by focusing ad campaign spending solely on premium short-tail websites: Average click-through rates (CTRs) for ads placed on long-tail websites are 24% higher than those placed on short-tail sites, according to a study from CONTEXTWEB.

Below, other findings from the CONTEXTWEB's Intelligence Report: Using Long-Tail Sites to Optimize Media Spend, March 2011, based on ad performance data from roughly 1,000 campaigns in the second half of 2010.

Long-Tail Performance by Vertical

Long-tail sites—the millions of smaller websites with niche audiences—offer significant ad performance advantages across a number of verticals. Among all 20 categories studied, long-tail ads registered increased CTRs over short-tail ads, led by alcohol beverages (50%), B2B (48%), and charities (48%). The lowest long-tail lift observed was for auto advertisers (12%).


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Long-Tail Websites Deliver Higher Ad CTRs

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