| Contacts l Help l About |
| Subscribe to the RSS Marketing e-zine
Providing strategic semi-monthly views on best RSS uses and practices and latest RSS news. [privacy] |
 |
|
|
||||||
|
|
|
|
|
|
Covers everything from RSS for direct marketing to using RSS for SEO. The RSS Cases Blog
The RSS Cases Blog brings you RSS technology advice, helps you understand RSS technology issues and explains different RSS business cases. [June 14, 2007] [April 4, 2007] [March 26, 2007] [March 26, 2007] [March 22, 2007] |
You are here: Home » The RSS Marketing Diary » RSS Advertising » RSS Advertising ... Where's the Targeting Part? November 7, 2005 RSS Advertising ... Where's the Targeting Part? FeedBurner is said to be ready to officially launch their RSS ad network today (hmm ... haven't they done that like a few months ago??), as reported by both ClickZ and DMNews. At the say time, Feedster is launching a self-service RSS advertising network, bringing RSS advertising to both small advertisers and big brands. I love all of these guys ... FeedBurner, Feedster, Pheedo, ... They're breaking the ice for RSS advertising, moving the industry forward. Without companies like this, the world of marketing would be much further from experiencing the power of RSS. But all is not perfect, naturally. Feedburner and Feedster are offering category/topic ad targeting, as far as it's been explained by now. Nothing wrong with that, but it's already the end of 2006 and RSS advertising isn't really that much different from traditional online advertising. So, RSS ad people, where's advanced targeting, such as behavior-based targeting? Frequency capping? Contextual targeting? The only way I see RSS advertising making in the long-run is that it becomes fully integrated with other online advertising channels. For example, if a visitor comes to my site from a certain campaign and makes a purchase, I want to stop displaying the ads for that product to him via all of my ad channels and start serving ads for another product. If I'm doing brand advertising and start an interaction with that prospect on my site, I want my advertising to automatically adjust to that ... on all my advertising media. We're already doing it on the Web. When is it coming to RSS? BTW - here's some great insight on RSS advertising from ClickZ: Ads are being sold on a CPM basis, with pricing between $4 to $7 per-thousand impressions. Initially, creative will be limited to four lines of text of around 190 characters. But the company says it's considering allowing graphic ads eventually. "We've had some interest from advertisers who want to do display advertising," said Hill. "But first we want to build acceptance and make it consistent with the media which is text oriented right now." On a similar RSS note, although a somewhat different topic, here's an interesting article that will give you some food for thought on where the internet world might be going. Here's a quote I can't agree with, yet ... RSS is a new medium. It's not like the web any more than the web was like print. Remember back in the late 90s when the media execs tried to use the web to sell more papers? It doesn't work. Content wants to be consumed in the media its delivered in. So RSS content is not going to be used to send people to the web. It's going to be consumed in the RSS medium, whatever that turns out to be. While the author is making sense, the reality isn't quite there. a] Actually, I know some great cases where the web was used to sell more papers, and actually worked on one (the Business Daily Finance in Slovenia). b] Studies show that most e-mail e-zine content is consumed not in the e-mail client, but on the Web, provided the publisher provides links to that content online. It's still to early to say for RSS, but some of the metrics I've had access to haven't given more clout to either.
Comments
Great post Rok and on point as usual. I would take greater exception to "RSS is a new medium" than you did. That is just too much Web 2.0/Bubble 2.0 hype for my taste. I'll even give you a 'heard it here' first quote that you can hammer me on next year if I'm wrong: RSS will turn out to be a huge yawn as folks are thinking about it today. And this goes directly to your central thesis... everything we know about the online channel needs to be applied to RSS... and RSS needs to be fully integrated into all other facets of online activities.... ergo there should be virtually no distinction from a user experience standpoint. Why will this important? Because it's all about the consumer at this point on the technology maturation curve. The average consumer couldn't give a damn about RSS. They want end-to-end solutions that enhances whatever user experience they're steeped in at that moment. Ray Ozzie from Microsoft gets this (http://news.com.com/Week+in+review+Morphing+Microsoft/2100-1083_3-5918808.html?tag=nefd.lede). Don't get me wrong... RSS is an ultra-cool, hip, happenin' event. But it is just a catalyst for improving user experiences ... it is not the user experience itself. Scott, great comment and I couldn't agree with you more! The bottom line for me as a direct marketer, putting myself under my e-commerce manager hat, is that I don't want to independantly buy RSS advertising, banner advertising, e-mail advertising etc. --- I would to buy it all together and standardized. This doesn't mean that I don't think there's a role for RSS networks, quite on the contrary, but I want an intermediary (in our case at Studio Moderna we're actually working as our own intermediary and leasing the technology to allow us to do so), which will enable me with centralized campaign targeting, measurement and optimization --- a full integration of all of our online ad campaigns. Rok Rok, I agree with the lack of innovation, but don't see how serving up new ads is adding relevance. Offers are part of the fabric of a blog. Much like your book offers, it is who you are. Ben See my post Rok, All I can say it is more sophisticated targeting is coming. These things take time. It is a young growing ad medium. Stay tuned... Do you think RSS can eventually send graphic ads? Nice blog with good information on articles. Thank you for providing relevant information. I?ll keep visiting it for updated information. Keep it up It is definitely a growing medium, and time will tell. Hey, there is what you need. Hey, there is what you need. Hey, there is what you need. Hey, there is what you need. Hey, there is what you need. Hello! Good Site! Thanks you! zxqlroirfysef ads 2007-07-24 Convert your favorite vinyl albums to MP3 s with the Ion iTTUB turntable W Thanks for your time and energy. It's refreshing to see somone who is thoroughly excited. Once again...thanks. dodge DODGE Dodge Honda Cool site Post a comment
Related Articles [August 11, 2005] [August 1, 2005] [July 19, 2005] [July 19, 2005] [June 16, 2005] [June 16, 2005] [June 14, 2005] [June 14, 2005] [June 8, 2005] [June 6, 2005] |
Latest RSS marketing and RSS publishing news, commentary, advice and developments. Your primary source for RSS marketing information and marketing development. Edited by Rok Hrastnik RSS Feed for this Blog:
Unleash the Marketing & Publishing Power of RSS
The e-book that is defining RSS marketing. Click here
|
 |
|
|
Get the free crash-course in RSS marketing, to find out exactly how you'll profit from implementing this new technology.
