Techmeme's RSS ads
If you want a peek at the future of online advertising, keep reading.
Gabe Rivera, the creator of one of my favourite news sites, Techmeme, has launched a new advertising and sponsorship program. Instead of banners, he takes an RSS feed of the latest posts from a sponsor's blog, and it appears in a dedicated area on the side of the site. And presto, there's the ad.
Gabe explains the idea here and here:
I think the model introduced here is great for Techmeme. First, readers are presented with posts from companies who understand Techmeme's place online and want to engage its readers. It's great for the sponsors basically for the same reason: sponsored posts are a natural extension to the mix of news that keeps Techmeme's readers paying attention. And it definitely serves the future viability of Techmeme, which can't live indefinitely on my personal savings!Jarvis likes it and wants to know how to get one set up on his blog. He's right. I mean, I want one. Don't you?
The way it works is simple. A sponsor's blog feed is polled every few minutes, the latest post of which appears in its assigned slot. First, second, and third slots are $4,500, $3,500, and $3,000 per month respectively, with a one month minimum term. CPM equivalents are low: in the $5-8 range.
Arrington seems impressed, too. I haven't read a bad comment yet, and there are lots of them. And for good reason, it is simply brilliant.
Dave Winer thinks an auction model would work and debates the need to force a month-long buy.
I believe there's a network and/or syndication model here somewhere, as this would be a great way for advertisers to get closer to targeted conversations. RSS ads plus a distribution network like Feedburner, FM, or Adify. That would work.
Technorati Tags: advertising, RSS, techmeme
Monday, September 25, 2006