Advertisers seem to be embracing the niche-ready blogosphere with $746 million expected to be spent in 2012 on getting messages in front of Internet users.
Unlike social networks, such as MySpace and Facebook, which present a hard-to-define audience, blogs seem ready-made for online advertisers.
“Like podcasts, blogs tend to appeal to specific audiences. Accordingly, much of the demographic targeting that marketers work so hard to achieve in the mainstream media is already done for them,” writes eMarketer.
The marketing site also predicts 67 percent of Internet users will visit blogs by 2012, up from 54 percent now.
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Hi Ed - I found your site from your comment on my blog. Thanks for visiting! You were my first, EVER.
This is such a great little post. I’m glad to see that we bloggers are finally getting peoples attention. Up from 54% to 67% actually seems low to me. I thought there were more blogoholics like me!
Hi Gina - Thanks for stopping by. The advertising news is encouraging. Two items from the eMarketer report and other similar ones struck me as possible indications of where the blogging industry is headed.
First, blogs have more potential to create greater ‘bang for the buck’ for their ability to deliver highly-motivated and vertical niches compared to general online media which relies on a huge cross-section of Internet users.
The second is that while the population of blog creators is relatively stationary, blog readers are still on the rise with a more than 10 percent jump in overall readership expected in just a four-year period.
While not meteoric, that upward trend is something the television or newspaper industry would love to see.
Hi Ed,
Would you include paid reviews like SR, PPP and the rest of the get-paid-to-blog companies out there?
I’ve noticed there have been so many GPTB websites coming up recently and I think we can attribute this to this study you blogged about.
I’ve always viewed GPTB sites as the online equivalent of junk mail.
The sites that interest advertisers the most are ones that can deliver the most passionate readers, something blogs are particularly adept at.
While GPTB sites may attract the paid-link arena, advertisers are looking for more than curiosity. It’s sort of like the difference between an Adsense promotion that goes out whilly-nilly to millions of disparate blogs and a granola ad positioned on a rice-lovers blog attracting environmentally-conscious, wealthy and above-average educated readers.
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