Largest Sites, Not Long Tail, Account for Majority of Online Engagement

Share Article

ad:tech San Francisco adds new speakers to digital marketing extravaganza with deep-dives into innovation, search, mobile marketing and branding

While the long tail has been the focus of much discussion given its importance to the growth of social media, it hasn't yet demonstrated significant growth in audience engagement

ad:tech expositions, LLC (, the leading conferences and exhibitions organizer for the global marketing community, revealed today that the large growth in overall usage of social media sites is driven by the largest sites. This is one of the findings from Nielsen Online's latest study on global online media, "The Global Online Media Landscape in 2009," which will be presented at the ad:tech San Francisco conference that will take place from April 21-23 at Moscone Center West.

"While the long tail has been the focus of much discussion given its importance to the growth of social media, it hasn't yet demonstrated significant growth in audience engagement," said Charles Buchwalter, Senior VP, Research & Analytics at Nielsen Online. "Over the past six years, overall time spent online has grown close to 18 percent per year, but this has been led by engagement with larger reach (i.e., short tail) sites with almost 21 percent growth."

ad:tech has partnered with Nielsen Online to provide the San Francisco conference attendees with an exclusive first look at this report, which provides granular analyses of global online trends through 2008, with perspectives and directions for 2009 and beyond. Only full-conference attendees will gain access to the report at the event.

Additional Keynote from Digg's Kevin Rose and's Evan Hansen

ad:tech event organizers have recently added the closing keynote, which will consist of Evan Hansen, Editor-in-Chief of interviewing Kevin Rose, Founder and Chief Architect of Digg. The event boasts three other keynote speakers: Jimmy Wales, Founder, Wikipedia, who will speak about the future of consumer generated media; Steve Hayden, Vice Chairman, Ogilvy Worldwide, who will discuss three innovations that will change the advertising industry in the current post-crash phase; and Jason Kilar, CEO, Hulu, who will address how users are revolutionizing advertising the digital age.

Experts from Coca Cola, Wal-Mart, HP and Adobe

ad:tech organizers have added executives from Coca Cola, Wal-Mart, HP and Adobe to panel sessions that discuss the state of the digital advertising industry, consumer behavior and innovation during ad:tech San Francisco. In addition to these "big names," there are various workshop-style "deep-dive" sessions. The Entrepreneur's Workshop series includes sessions that focus on building a recession-proof start-up and a Media Boot Camp track provides publishers, agencies and advertisers with do's and don'ts in the digital media ecosystem.

"We have many headliners on our program and cover many topics, but one of the highlights of this year's action-packed show is The Entrepreneur's Forum: Questions and Answers session with venture capitalists, entrepreneurs and marketing experts, as it will show the innovation that is the driver for growth in our industry," said Drew Ianni, Chairman of Programming and Senior Global Analyst for ad:tech. "This is where we focus on new ideas and where we may see the next Google."

Trend: Digital Advertising for Branding

The Branding 3.0: Leveraging Digital to Drive Brand Preference session will address the current trend to make online marketing part of branding campaigns as advertisers shift billions of dollars from their TV advertising budgets to the Internet. Executives from Kodak, Cisco and Forbes will discuss how online advertising, which traditionally has been used to generate traffic to a Web site to increase leads and sales, is being integrated into branding campaigns. This session includes fresh data and insights on this subject from Evan Neufeld, VP of Advertising Effectiveness at comScore, the session moderator.

Trend: Search Marketing

Several sessions, led by search expert Danny Sullivan, will take a closer look at search engine marketing. eMarketer predicts that search advertising will hit $21B by 2012. Expert panelists will look at evolving best practices and trends for search marketing and search engine optimization, and offer practical advice on how to refine and optimize a search marketing strategy.

In addition to the ad:tech conference and expo, the show organizers are hosting two additional events that take place at the same time in Moscone West, namely MobileMix: Mobile Marketing Conference + Expo on Tuesday, April 21, and ADSPACE: Contextual Advertising Conference + Expo on Wednesday, April 22.

Platinum Sponsor: Casale Media Gold Sponsor: EDebitPay; TattoMedia Silver Sponsors include: Clickbooth;; Omniture Bronze Sponsors include: 1020 Placecast; AKQA; AdDrive; Neustar;; SmartCredit; Teradata; Yahoo!; Premiere Media Partners include: ADWEEK; BRANDWEEK; MEDIAWEEK; Fast Company; Forbes; iMedia Connection; MNI Media Partners include: BtoB; DIRECT; eMarketer; Innovate Media; MarketingSherpa; Mashable; Mobile Marketer Magzine; Personal Life Media; PRWeb; Search Marketing Standard; SmartBrief; Webmaster Radio; Website Magazine Association Partners include: IAB; MMA; OPA; SFAMA; SFBIG; WMA; WOMMA

About ad:tech:
ad:tech expositions, LLC is the leading organizer of conferences and exhibitions for the interactive marketing community worldwide. ad:tech produces the world's largest interactive marketing events held in New York, San Francisco, Chicago, London, Paris, Shanghai, Singapore, Sydney and Tokyo. ad:tech is produced by dmg world media; based out of the company's headquarters in Larkspur, California. For listings of exhibitors, speakers, events and upcoming conference offerings, visit

About dmg world media:
An international exhibition and publishing company, dmg world media produces over 150 market-leading conferences and exhibitions; and publishes 25 related magazines, newspapers, directories and market reports. dmg world media employs more than 750 people and maintains a worldwide presence through more than 30 offices in the United States, Canada, the United Kingdom, France, the United Arab Emirates, China, Singapore, India, Australia and New Zealand. dmg world media is a wholly-owned subsidiary of the Daily Mail and General Trust plc (DMGT), one of the largest and most successful media companies in the United Kingdom. Additional information on dmg world media can be found at

About Nielsen Online:
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online and mobile audiences, advertising, video, consumer-generated media, word-of-mouth, commerce and consumer behavior. With high quality, technology-driven products and services, Nielsen enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit and Also, visit our blog at

Media Contact:
Nicole Calvo


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Kristin Widergren
Visit website