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Advertising In Rss Feeds
By S. Housley, Sat Dec 10th
As publishers have moved towards monetizing RSS feeds, theirhave been vibrant discussions as to whether advertisements infeeds are viable or whether they will drive subscribers away. Atthe end of the day while it appears that many are discussing thephilosophical approaches to ads in RSS feeds few are taking thetime to examine the options available for insertingadvertisements in feeds. Ultimately the advertisements servedare going to determine the success of RSS as an advertisingmedium. The ads served must be related to the content containedin the feed. If the RSS feed contains quality content, the adsare relevant, and the volume of ads is in balance with thevolume of content served, advertising in RSS feeds will succeed.Take a closer look at some of the ad serving options currentlyavailable for RSS feeds. Review of Current OptionsGoogle for Feeds Google'sAdSense for Feeds offers contextually targeted advertisements,with a wide selection of advertisers. Google chooses not todivulge the percentage of revenue that is shared with thepublisher, so it is difficult if not impossible to predictmonthly revenue. The current Google system for feeds istied to blogs and does not appear to be overly flexible.http://www.google.com/adsense Pheedo Pheedo displays categorized advertisements rather thancontextual advertisements. The upside to this is that Pheedo'sadvertisements can be used in conjunction with Google orAdSense for feeds without violating Google's contract. Pheedoworks with the publisher to serve advertisements from similar orrelated categories associated with the feeds contents.
Pheedo's system allows for advanced ad filtering, givingpublishers control over keyword ad filtering, specific adfiltering or url filtering. Pheedo's system also allowspublishers to sell ads to existing advertisers whom they alreadyhave a relationship. The revenue split is 50% and feeds can be asponsored flat rate advertisement or a pay-per-clickadvertisement, where the publisher is only paid if theadvertisement is clicked. http://www.pheedo.com Kanoodle for Feeds Kanoodles systems for providingadvertisements for feeds is similar to Google's but they do nothave the breadth of advertisers that Google boasts.Advertisements are served based on topics, not to keywords.Kanoodle
shares 50% of the revenue generated from theadvertisements with the publisher serving the ad.http://www.kanoodle.com Evaluating Options When evaluating feed ad serving solutionsconsider the following: 1. Ad Relevance In order to generate revenue from RSSadvertisements or for an advertising campaign to succeed usingRSS as a channel. It is absolutely critical that theadvertisements served in the feed contain related content, themore related the content the higher the likelihood that theadvertisements will be of interest to the reader and clicked.Also the closer the content relates to the feeds theme thehigher the likelihood the reader will have genuine interest inthe product or service being advertised. 2. Ad Ratio Publishers need to retain control over thefrequency of advertisements. Readers will become frustrated withfeeds that are heavily laden with advertisements and genuinecontent. The advertiser is happy as they are reaching a targetedaudience the publisher is happy because their advertisement isbeing clicked and generating revenue. 3. Clearly Denoted as Ads The debate over editorial control andadvertisements rage on. It is generally considered proper netetiquette for publishers to clearly mark advertisements todistinguish them from editorial web content. When selecting aRSS advertising partner consider the context in which theadvertisements are displayed. Does it blend with the feed orsite, while still being clearly marked sponsored material? Ordoes the content blend so well that it appear as a product orservice endorsement from the publisher? Credibility andreputation online matter, and the segregation of advertisementsand ensuring they are properly denoted as such will go a longway to enhance credibility with readers. Clearly as RSS increases in popularity publishers are lookingfor ways to monetize their content. RSS in advertising is alogical step, and striking a balance between quality, consistentcontent and occasional related advertisements will lead to thesuccess of advertising in RSS feeds. If the balance is notfound, publishers may be forced to move to a subscription RSSfeed model. About the author:About the Author: Sharon Housley manages marketing forFeedForAll http://www.feedforall.com software for creating,editing, publishing RSS feeds and podcasts. In addition Sharonmanages marketing for FeedForDev http://www.feedfordev.com anRSS component for developers.
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