Wednesday, July 19, 2006
RSS Changing Ad Opportunities
The integration of RSS reading into Microsoft's Vista, Outlook and IE 7 as well as Mozilla's Firefox will make the technology as popular as using bookmarks very quickly. As people begin to replace browsing the Web with perusing RSS feeds, they will spend much less time on the home pages of popular sites and instead jump right to their subscribed content. So advertising on the front of CNNMoney will become less attractive while advertising in its Technology RSS feed becomes an obvious choice for money management firms.
However, RSS makes it easy to track dozens of sites at a time for particular interests, which can in turn become overwhelming and require filtering to find the content within feeds that matches your interest.
Enter RSS enterprise tools such as Attensa's new Outlook utility that automatically ranks incoming RSS content based on what individuals read previously. Other services such as PubSub, NewsGator Enterprise Server and KnowNow similarly sift through collections of RSS feeds to find the most interesting content.
These services will concentrate eyeballs away from the general to the specific and greatly increase the opportunity to find targeted audiences by advertising within feeds. They also make it easier for marketers to track what news organizations and bloggers are saying about their products or follow what's happening with competitors.
By John Gartner at 10:45 AM | Comments (0)