Pheedo just released a new RSS advertising concept, called FeedPowered Advertising, that helps you generate new subscribers to your RSS feeds using RSS advertising, through Pheedo’s RSS advertising network or through other ad networks.
The Key Facts
Their new RSS ad format …
[a] Displays the latest content items from your RSS feed, including video content with direct “watch” links
[b] Allows the user to also add your content (directly from the ad) to del.icio.us, digg, Reddit, Furl or e-mai it to a friend
How the New Format Integrates DM, PR and Brand
The implications of this are quite strong.
[a] The ad format allows you to syndicate your RSS content to targeted online media, displaying your content there directly to generate more brand awareness, build your credibility and get new readers by actually demonstrating your value
[b] Furthemore, the ad itself contains further syndication options that will virally spread your content through the key social networking sites
[c] The ad functions as a direct subscription generation tool, enabling you to quickly capture new subscribers through other sites … and actually works towards increasing your conversion rate by first demonstrating the content and so making the subscription decision easier and more educated, thus generating better qualified subscribers/prospects
In essence, the ad format integrates PR, direct marketing and brand advertising.
Is it perfect? While it is an amazing idea, it does need some further refinement.
Further Improvements Needed
[a] Looking at their example on their site using Internet Explorer 7 shows that the feed subscription option in the ad is not highlighted through the IE7 native RSS Reader, making it less intuitive to subscribe
[b] The existing example is clearly targeted to RSS Aware users. But data shows that more than 80% of RSS users are not actually aware of using RSS. The ad format also need to include other subscription options, in addition to the RSS button, such as Add to MyYahoo!
[c] The ad also needs some space at the bottom to better entice viewers to subscribe, using enticing copy and perhaps bribing the viewers to subscribe by offering them a free whitepaper
[d] For direct marketers, the ad format should also allow an in-between data capture window, allowing the direct marketer to capture prospect information prior to being given access to the feed
[e] The next step would be for Pheedo to add additional metrics for advertisers, such as new subscriber retention and long-term customer conversion, and perhaps even the CPO.
If you want to check it out yourself, here’s the screenshot (working version available here):
I’m a little biased here, because I’ve always dug Pheedo work, but in my opinion this is the best RSS advertising development yet … and finally an RSS advertising tool to generate real results by taking advantage of the power of RSS.
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