A now "deceased" website on RSS marketing and RSS publishing - a look at the history of internet marketing
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Guericom d.o.o., Lahomno 9, 3270 Laško, Slovenia
Guericom d.o.o., Lahomno 9, 3270 Laško, Slovenia
A now "deceased" website on RSS marketing and RSS publishing - a look at the history of internet marketing
Bill Flitter of Pheedo just completed his short RSS advertising tutorial for ReveNews.com, giving excellent advice to marketers interested in advertising in RSS feeds.
Let's take a look at the highlights ...
a] Media Planning
Targeting ads in RSS feeds right now is mostly limited to "topic" targeting, meaning that the advertiser selects a number of RSS feeds covering the topics of interest to his audiences. Depending on your desired campaign reach, you can go as deep as basic sub-topics, such as "small business", and in some cases even to mictro-targeting.
Additional targeting options may also include:
--> Content category of interest (Politics, Technology, etc)
--> Editorial interest (specific headlines clicked on)
--> Time of day (when feed request and clicks happen)
--> Ad content clicks (types of ads)
--> Type of feed aggregator used (derive how sophisticated the user may be)
--> Activity level (how often users interact with the feed)
b] Ad Creative
Information packed ads work best. Inform rather than sell. The good news is that you can use images with your ads. The bad news is that there are still no best practices on ad length, except for trying to keep your ads shorter than the actual feed content.
c] RSS Reach
Keep in mind that RSS is still no where near the penetration of e-mail. Keep your expectations as to how many people you want to reach (especially if you want to do in-depth targeting) realistic. In most cases you still won't be able to use RSS advertising to reach out to the masses.
More information
How to Buy RSS Advertising - Part I: Setting the Stage
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Avtor: Rok Hrastnik |
Rok Hrastnik is an experienced international internet marketer and manager in Central & Eastern Europe, lead by the conviction that marketers should first be driven by measurable business outcomes: sales and profits.
He is currently serving as the International Internet Director at Studio Moderna, the leading CEE direct response TV & multi-channel retailer, managing their internet operations across 22 countries (Russia, Poland, Czech Republic, Turkey, Romania, the Baltics and others).