The Tale Of The Not-So-Long-Tail
by Joe Mandese, Mar 7, 2013, 9:12 PM
You may have noticed some of my coverage the past couple of days elsewhere on MediaPost about a new source of real media-buying data. The data from Australian start-up Standard Media Index, is derived directly from the data processing systems of four of the six big agency holding companies -- Aegis, Havas, Interpublic and Publicis -- and it is revealing some surprising truths about the relative shares and volumes of all media, but especially digital. On Wednesday, we reported that there has been a dramatic slowdown in the premium online display ad marketplace, due in part to the extraordinary growth of display’s secondary markets, including ad networks, exchanges and programmatic media buying. Today, I can debunk another precept about online media: That it’s a long-tail business.
According to SMI’s data, the top 10 digital media companies accounted for 55% of the digital media buys made by Madison Avenue in 2012. The biggest of them, Google, accounted for nearly a quarter (22%) of all digital ad dollars spent by the big agency holding companies. The No. 2 player, Yahoo, accounted for 9% of Madison Avenue’s digital media buys.