I'm not sure that we needed a study to tell us that ads on niche sites are more engaging than those on mass media sites but now we have one.
A recent Media Screen (discoved via MediaPost) research project determined this bias based on a survey where 1,356 broadband users were asked to rate on a scale of one to seven how likely they were to be interested in products on given sites.
"Respondents gave 42% of the small sites (traffic of less than one million uniques) one of the top ratings, compared to 39% of the larger sites."
I'm somewhat concerned about their definition of a "niche" site based on traffic. Isn't a niche determined by breadth of subject matter?
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