The Fall From Grace of the Premiere Homepage Placements
Thursday, January 29th, 2009
Picture from Chris Brogan
Recently I’ve been noticing remnant inventory being displayed on the Yahoo.com homepage. Maybe this doesn’t surprise some people, but Media Planners know that the Yahoo! Homepage was once the most heralded display placement on the web. It upwards of $1 Million to roadblock (own all of the inventory) for the day, and only major brands could play there. So when I noticed ads like “check your credit score” showing up on the homepage, I was noticeably caught off guard.
Ironically a similar thought was crossing Chris Brogan’s mind when he saw a similar ad on the homepage of NYTimes.com. A conversation broke out on his blog about the merits and demerits of major brands such as Yahoo! and NYTimes filling premiere brand spots with remnant inventory that must give them only a fraction of effective CPM. (more…)
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