EightBlack.

By mistake, we became involved in the online advertising space.

One of our clients, with an extremely “high profile” site engaged us to help them monetize their site. We jumped at the opportunity and began the project in earnest.

It didn’t take long to figure out, like in many media segments, that the online advertising world is dominated by a small group of powerful players.

Harold Mitchell was quick enough off his feet to understand this and set up NeoDigital and eMitch, both formiddable players in the market.

There are a handful of others.

But what disappointed me was a lot of the media companies “rigidity” when it came to the rules of engagement.

It was sort of “their way or no way”.

Every time this happens, it opens a niche for small players.

Our 2 latest clients in online advertising (one in Singapore and one in Melbourne) have small traffic compared to a mega site, but extremely valuable “eyeballs”. Both are specialist niche markets which interested companies will still pay top dollar to get to.

Dont think if your site is too specialised that you cant leverage any online media.

What we look at in terms of “value” is the size of the opt-in database and the quality of the content that the site contains. And how often you update the content, do you have a blog and what sort of frequency with respect to email broadcasts to your list.

Small sites can make money. And you dont need a bucketload of traffic to make it happen.

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This entry was posted on Tuesday, October 10th, 2006 at 7:51 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.