Pheedo: Get an ad in your RSS
Steve Safran September 9th, 2006
Click though rates on ad banners? Less than one percent. Maybe a tenth of a percent. Click through rates on summary feeds from RSS? According to Dana Vanden Heuvel, Director of Business Development from Pheedo, it’s an astonishing 12%. There is money to be made there, and that’s what Dana addressed at the WKRN blogger gathering. Pheedo is, natch, an RSS advertising company. And yes, he offered his services. But the crowd listened. After all, bloggers like money too.
8 Comments Add your own
1. Dan | September 9th, 2006 at 1:08 pm
Steve,
I’m trying to “get” how RSS helps me sell more stuff.
I went to the pheedo site and still am so dense
I don’t understand. Could you ssplain it to me?
I know in direct marketing, you get much better response if you target who sees your ad. Is this what
you are talking about? The person who got an
RSS feed of a story, is more likely to click on an ad
that’s on that story page?
Dan
2. Safran | September 9th, 2006 at 1:52 pm
Dan: you’re not dense. If you went to the site and they didn’t do a good job explaining it to you, then it’s pheedo’s fault - not yours. What they’re talking about is a text ad in the RSS feed itself. So if you have an RSS reader and you see the headline and summary, below it you would see a contextual ad. You need never go to the web page that the story links to. The click-thrus are better because the audience is so highly targeted.
3. Dana VanDen Heuvel | September 9th, 2006 at 3:39 pm
Dan & Safran,
Sorry if the RSS advertising message isn’t clear. Let me try to clear things up a bit.
Dan, I presume that you’re seeking to be an advertiser, as you’re interested in how RSS helps you sell more stuff. I don’t know that it’s any more complicated than saying that RSS advertising is not unlike any other ad medium in that, well, it’s advertising. It is, however, quite unlike any other medium when you think of the opportunity to reach a very niche audience based on content category (more on our content categories here: http://www.pheedo.com/node/17).
The point that Safran made about the percentages is that RSS readers stay in the aggregator environment around 90% of the time, and only click through on CONTENT items about 8-12% of the time. Ergo, there’s a great opportunity to reach RSS readers with your brand message while in the aggregator envirnoment. I say brand message because unlike search, where users are seeking content/information with a certain ‘intent’ (purchase?), in RSS, they are necessarily seeking things with intent, thus a higher frequency branding campaign tends to be more effective.
I’m happy to expand on this more if you’d like. Drop me an email at: dana [at] pheedo.com
4. Dan | September 9th, 2006 at 5:32 pm
Thanks Steve.
I had no idea what it was. I don’t think I’ve seen
ads at the bottom of RSS feeds, although I don’t
use them on a regular basis. I’ll look around
to see if I can catch some.
Do you have any feeds
you know have these ads, so I could see them?
And you would think that pheedo site would have
links to some for demos.
Dan
5. Greg | September 9th, 2006 at 6:39 pm
Feedburner allows ads to be placed on blogger’s RSS feed (I think?)
6. Safran | September 10th, 2006 at 6:57 am
Go to this page for an example: http://www.pheedo.info/archives/000283.html
7. Dana VanDen Heuvel | September 10th, 2006 at 7:49 am
an & Safran,
Sorry if the RSS advertising message isn’t clear. Let me try to clear things up a bit.
Dan, I presume that you’re seeking to be an advertiser, as you’re interested in how RSS helps you sell more stuff. I don’t know that it’s any more complicated than saying that RSS advertising is not unlike any other ad medium in that, well, it’s advertising. It is, however, quite unlike any other medium when you think of the opportunity to reach a very niche audience based on content category.
The point that Steve Safran made about the percentages is that RSS readers stay in the aggregator environment around 90% of the time, and only click through on CONTENT items about 8-12% of the time. Ergo, there’s a great opportunity to reach RSS readers with your brand message while in the aggregator envirnoment. I say brand message because unlike search, where users are seeking content/information with a certain ‘intent’ (purchase?), in RSS, they are necessarily seeking things with intent, thus a higher frequency branding campaign tends to be more effective.
I’m happy to expand on this more if you’d like. Drop me an email at: dana [at] pheedo [dot] com
8. jonny | September 10th, 2006 at 6:28 pm
jonny
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