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Posted on October 23, 2007
RSS Advertising is Targeted and Measurable
BY JAMES CLARK
The battle around web site advertising now rages around what a site's true hit statistics are. Advertisers are seeking accountability by relying on ratings panels from Neilsen/NetRatings, but site owners are seeing major flaws in the ratings panels system. Check out this article How Many Site Hits? Depends on Who's Counting in the New York Times to get a good view from both sides of the debate.
I say let them battle it out, because the real advertising value, measurement and trackability is in RSS feeds. The recent article RSS Ad Response Tops E-Mail in InternetNews.com shows how RSS advertising is more targeted and more effective than e-mail advertising, and e-mail blows away banner advertising based on impressions.
It makes sense since RSS is a consumer controlled subscription-based information channel. The future of RSS advertising is tremendous. Through our own Castlock RSS platform we are successfully testing advertising scenarios that offer highly targeted text and image advertising based on RSS feed content. So we are not just sending out the same advertisement through the feed, but have a cadre of ads ready to be distributed based on the content of the feed. So imagine if CNN could tell Toyota, that they run its ads only in content tagged with a specific set of keywords. Now you're talking targeted advertising.
So go ahead and battle it out over page views, and leave RSS to the professionals who know the value of targeted, highly converting RSS advertising. We'll see you all at the pot of gold at the end of the rainbow.
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Posted on May 21, 2007
Digital Ad Serving Acquisitions are Hot - What's Next?
BY JAMES CLARK
This has been a month of major M&A activity in the digital advertising sector.
Laurie Petersen of MediaPost has a nice recap on her blog post - looking at WPP Group, Google and Microsoft all making huge multi-million/billion dollar acquisitions.
Microsoft's purchase of aQuantive is most interesting to us, as Avenue A comes with that package. This is in our mind is a great strategy, as Avenue A|Razorfish provides the expertise to clients seeking to use the actual medium.
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Posted on May 8, 2007
CTC Podcast #4 - SEO Tip of the Week, NBC's RSS buy, Yahoo! Panama and SEO as design
BY JAMES CLARK
Listen to our Podcast:
Show Notes:
1:15 - Jason presents the SEO Tip of the Week - create content specific pages based on analytics of top referring keywords and adjust title tags and meta descriptions
4:25 - TidBit Factoid of the number of IE6 v IE7 users recognized through analytics
6:07 - No one can remember what Microsoft's Pay Per Click is called.
6:45 - Yahoo!'s Panama PPC program transition horrors and the crap sandwiches they handed to Ben.
7:50 - Yahoo!'s exclusive ad deal with Comcast.
10:00 - What to do to get sales in two weeks - buy your way in with Yahoo! Search Submit Pro program.
12:29 - SEO as part of the web design process
14:14 - Digg's DVD Encryption Code train wreck.
17:27 - CastLock blows the doors off NBC's little RSS buy. but the price will be much higher than $150K.
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