FOOA and advertising in RSS
Brent Hill (FeedBurner) ‘Advertising in RSS feeds – the next big thing?’
This one definitely felt like a product talk even more so than the Google one
One question we get is where do feeds come from In 03, it was primarily blogs. Now, it is everywhere. All sorts of media, commercial. already on retail/ecommerce, web services etc. A broad spectrum of content. You get corporate feeds now as well, for regularly updated content.
Feedburner provides analytics to publishers and ad serving to advertisers. Allows a monetisation of feeds.
Why advertise in feeds? The quality of the content and longtail publishing. The reach…eg techcrunch has 413k feed readers that never seen the site and online ads. Multiple targeting options - contextual channels and demographics - we have 68M daily subscriptions over 431k publishers. Effectiveness - it’s an uncluttered environment. Industry-standard ad servicing; its third party supported, we have geotargeted, frequency capping, negative content control. Planning on this is the same as other media channels.
Screening? we do this to avoid the awkward adjacency Offensive language screening, and advertiser supplied keywords..
Do both text and display ads. Small ads. Simple display ads. can have animations. We have over 3000k applications that use feeds, so we have to look for compatibility. But we have some flexibility in size etc. Experience varies across readers, although getting better placements. can do dynamic ads - using feeds! Can change the content based on what is going on.
Click through rates are similar to other interactive units. Periodic creative changes help sustain CTR.
Q: Controlling content?
A: pictures are published on feeds. we look at content and context. we face same challenge as all others. videos are often not played straightway or just link away.
Q: many publishers have guaranteed inventory…and you are one of the few rss feeds?
A: this is happening; publishers are doing it themselves.
Q: how accurate is your geotargetting?
A: still Ip based. So can do it from that. Aggregators can get it in the middle and can make it difficult. Have the same issues as everyone.
Q: Any improvement in tools to measure the success?
A: Yes, we are improving. It’s not the same data set as a website..so won;t get the same data.
Q: what’s the breakdown between advertisers direct and the agencies? and the value of the RSS feed is to get info quickly, so what about consumers who use feeds to avoid ads.
A: both; most is from digital planners. 90% is agency based. at the beginning, then yes, an early minority. now beyond it, the balance is good and we tread lightly.
Q: do RSS feeds convert to sales?
A: not ness mainstream yet…different studies give you different numbers. A lot of people do not know they are using RSS. We can track in the same way CTR as we can on all other online ads.
Tags: feedburner, FOOA, FOOA07NYC, futureofonlineadvertising, rssRelated Stories
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