RSSCB.com articles
As publishers have moved towards
monetizing RSS feeds, their have been vibrant discussions as to whether
advertisements in feeds are viable or whether they will drive subscribers
away. At the end of the day while it appears that many are discussing
the philosophical approaches to ads in RSS feeds few are taking the
time to examine the options available for inserting advertisements in
feeds.Ultimately the advertisements
served are going to determine the success of RSS as an advertising medium.
The ads served must be related to the content contained in the feed.
If the RSS feed contains quality content, the ads are relevant, and
the volume of ads is in balance with the volume of content served, advertising
in RSS feeds will succeed.
Take a closer look at some of the ad
serving options currently available for RSS feeds.
Review of Current Options
Google AdSense for Feeds
Google's AdSense for Feeds offers contextually
targeted advertisements, with a wide selection of advertisers. Google
chooses not to divulge the percentage of revenue that is shared with
the publisher, so it is difficult if not impossible to predict monthly
revenue. The current Google AdSense system for feeds is tied to blogs
and does not appear to be overly flexible.
http://www.google.com/adsense
Pheedo
Pheedo displays categorized advertisements
rather than contextual advertisements. The upside to this is that Pheedo's
advertisements can be used in conjunction with Google AdSense or AdSense
for feeds without violating Google's contract. Pheedo works with the
publisher to serve advertisements from similar or related categories
associated with the feeds contents.
Pheedo's system allows for advanced ad
filtering, giving publishers control over keyword ad filtering, specific
ad filtering or url filtering. Pheedo's system also allows publishers
to sell ads to existing advertisers whom they already have a relationship.
The revenue split is 50% and feeds can be a sponsored flat rate advertisement
or a pay-per-click advertisement, where the publisher is only paid if
the advertisement is clicked.
http://www.pheedo.com
Kanoodle for Feeds
Kanoodles systems for providing advertisements
for feeds is similar to Google's but they do not have the breadth of
advertisers that Google boasts. Advertisements are served based on topics,
not to keywords. Kanoodle shares 50% of the revenue generated from the
advertisements with the publisher serving the ad.
http://www.kanoodle.com
Evaluating Options
When evaluating feed ad serving solutions
consider the following:
1. Ad Relevance
In order to generate revenue from RSS
advertisements or for an advertising campaign to succeed using RSS as
a channel. It is absolutely critical that the advertisements served
in the feed contain related content, the more related the content the
higher the likelihood that the advertisements will be of interest to
the reader and clicked. Also the closer the content relates to the feeds
theme the higher the likelihood the reader will have genuine interest
in the product or service being advertised.
2. Ad Ratio
Publishers need to retain control over
the frequency of advertisements. Readers will become frustrated with
feeds that are heavily laden with advertisements and genuine content.
The advertiser is happy as they are reaching
a targeted audience the publisher is happy because their advertisement
is being clicked and generating revenue.
3. Clearly Denoted as Ads
The debate over editorial control and
advertisements rage on. It is generally considered proper net etiquette
for publishers to clearly mark advertisements to distinguish them from
editorial web content. When selecting a RSS advertising partner consider
the context in which the advertisements are displayed. Does it blend
with the feed or site, while still being clearly marked sponsored material?
Or does the content blend so well that it appear as a product or service
endorsement from the publisher? Credibility and reputation online matter,
and the segregation of advertisements and ensuring they are properly
denoted as such will go a long way to enhance credibility with readers.
Clearly as RSS increases in popularity
publishers are looking for ways to monetize their content. RSS in advertising
is a logical step, and striking a balance between quality, consistent
content and occasional related advertisements will lead to the success
of advertising in RSS feeds. If the balance is not found, publishers
may be forced to move to a subscription RSS feed model.
For more articles related to this subject
and others please visit RSSCB.com
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