The IAB's "Long Tail" Video Needs a Sequel

Late yesterday, Randall Rothenberg, CEO of the Interactive Advertising Bureau, emailed out a link the video above entitled, “I Am the Long Tail,” which is aimed at humanizing all of those small publishers that make up the hackneyed — but vital — long tail. It certainly does that, and therefore accomplishes about half of what Rothernberg described as the video’s mission when he solicited short clips from small publishers in January. He said:

The IAB wants advertisers to understand that small publishers are a foundation of their businesses. That you are a vital channel to reach the American consumer. We also want policymakers and regulators in Washington and in our state capitols to recognize that small, digital publishers are critical to economic growth, nationally and in every Congressional district.  Politicians are expressing a deep and disconcerting interest in regulating the Internet. We want them to know that this would be a threat to the diversity of speech and communications in the United States. It would also be an obstacle to the economic revitalization we so desperately need in America.

Whew! That’s quite a lot for one 7-minute clip to accomplish, and as I said above, it only partially accomplishes it. It delivers well on explaining online advertising’s role in the vitality of small, Web-based businesses, and, by inference, how unnecessarily filtering that revenue stream could hurt the Intenret’s wellspring of entrepreneurialism.

However, the video doesnt’ deliver on telling advertisers why they should invest their ad dollars with small publishers, instead, and probably inadvertently, portraying online advertising as a subsidy which finances people’s dreams. Typical of the comments from those who participated in the video is this one from Tim Carter, founder of Askthebuilder.com: “Online advertising has absolutely enhanced the living standard of my family.”

That’s wonderful for a politican to hear. But it would enhance the IAB’s cause to create a sequel which explains how these small publishers create results for advertisers. That would not only drive more money to small publishers, but also has the potential to drive home the message in a different way to legislators that small publishers are a driver of economic growth, not just for them, but for all those who associate with them. Get working on it, guys.