Users Click RSS Ads More Than Banners

NEW YORK Users receiving RSS feeds are much more likely to click on feed advertising than regular Web ads, according to a new study.

The 2-year-old award, created in 2003, in an effort to honor campaigns that break ground in the industry, was not presented last year. In 2003, the trophy was given to BMW Films, the online film series that inspired the creation of the award.

Pheedo, a San Francisco company that helps publishers put ads in their Really Simple Syndication feeds, found that RSS ads received a 3.2 percent to 8 percent click-through rate during a study of traffic during the fall. Banner ads typically receive a click rate of less than 1 percent.

The best-performing RSS placements, Pheedo found, were stand-alone ads that represented the entire post, rather than embedded ads placed below editorial content. Standalone ads were clicked 8 percent, compared to .85 percent for the embedded approach. Pheedo said the highest RSS ad click rates were gained by placing ads in every other post, a tactic it found three times more effective than one ad per post.

--Brian Morrissey, AdWeek

Posted by Reid

2:35 PM 1 comments

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AKA the long tail.
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Posted by  Kelly at 5:08 PM