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Some Lessons on RSS Ads from Feedburner


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February 11, 2006

Some Lessons on RSS Ads from Feedburner

Heather Green

This week I met with Dick Costolo, the CEO of Feedburner, and he clued me in on some odd but interesting insights his company is learning about ads and RSS. Feedburner manages, measures, and helps place ads in RSS feeds for big and small publisheres alike. The startup now handles 11 million subscriptions a day, up from 250,000 a year ago.

Contextual targeting gets turned upside down, it seems. Wouldn't it seem like a no brainer that you would put BlackBerry ads into the feed for, say, the RIMarkable BlackBerry blog? If you go to any blog about BlackBerry, you see ads for that gadget along with ads for rival devices and email services. Typically, popular niche sites can demand a pretty penny for ads on their sites because they reach a targeted audience.

Apparently this logic falls apart when it comes to RSS feeds. When Feedburner started testing contextual ads, it found that they didn't do well. So, they switched gears and started targeting ads at a site's demographic of the site, whether it's 30-year old geeks or 40-year old lawyers, or even 50 year old doctors who visit, say, a Dr. BlackBerry blog.

The lesson? It appears that the people who visit a site through a search engine or a link are a different bunch than those who subscribe through an RSS feed. The people who go to the site through a browser might be shopping around for a wireless device so they would respond to an ad for wireless gadgets. But someone who subscribes a feed already has a BlackBerry and the gear that goes with it. An ad encouraging them to buy a BlackBerry or even to dump the device for a Treo wouldn't work.

11:00 AM

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? Some Lessons on RSS Ads from A Feed Is Born

Businessweek has an interesting article about RSS ads. They spoke with Dick Costello, CEO of Feedburner, and learned that the people who visit a site through a search engine or a link are a different bunch than those who subscribe through an RSS feed.... [Read More]

Tracked on February 12, 2006 05:09 AM

you mean Dick Costolo, right?

Posted by: mr. Bungle at February 11, 2006 01:16 PM

It might also mean that contextual advertising is not the way to go in the future. I've blogged a few times about how contextual advertising sucks for the majority of websites because their content isn't very good for revenue-generating advertising, where as they could have a great demographic for advertising unrelated products. This is why Google wants to do as much profiling as it possible can..

Posted by: Phil Sim at February 12, 2006 07:14 AM

Can we have contextual or demographic ads in the feed for Blogspotting please? Then you can perhaps justify feeding the whole blog post instead of (irritatingly) just the intro :-)

Posted by: Andrew Denny at February 12, 2006 09:03 AM

The combination of bidding for keywords and contextual targeting does not produce the ideal situation: ads that are so relevant to the visitor that the visitor sees them as a value-added feature and wants to click on them. What's happening in RSS ads is happening in all contextual advertsing to a degree.

Posted by: MIchael Martine at February 12, 2006 02:10 PM


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