Last post we talked about the possibility that there could be a move toward an online upfront market similar to television. This would be connected to the higher traffic sites of course.
The question then must be raised concerning all the sites that get a lot less traffic, but which are much more targeted.
Concerning a secondary market I mentioned this concerning the potential upfront: "While this is related to prime sites, I do believe that there is also a huge secondary market available to niche web sites that offer the demographic desired 
by certain marketers, but with less traffic."
While it's not hard to understand why there will be a high focus on larger sites, there is a huge opportunity waiting for those that target smaller, but higher-responding niche sites.
New research by Media-Screen and cited by eMarketer, says that "Interest in the products and brands advertised on smaller sites is greater than on larger sites: According to the study, 42% of sites with less than one million unique visitors a month advertise products of interest to their viewers, vs. 39% of sites with more than one million visitors."
"Consumers have gained control over the content they consume online and advertisers need to adjust their strategies to match," said Josh Crandall of Media-Screen. "By advertising on smaller Websites, those that consumers are visiting based on their personal interests, companies can reach a highly engaged consumer with a message that relates to a subject that is important to them."
Cate Riegner of Media-Screen added that of those responding, 62 percent of them talked about sites that receive under a million unique visitors.
Another thing about this is that when you look above at the 42 percent versus 39 percent, it doesn't seem like much, but it would be significant with a number of responses. But more importantly, when targeting even gets more accurate, the numbers for the niche sites would probably rise to a much higher rate as products and services aligning with the demographic are much more relevant.
Both sides need to understand the great potential that's vastly underused at this time.
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