Study: Standalone RSS Ads Stand Out

  |  December 14, 2005   |  Comments

RSS ads that appear as solo feed items perform nine times as well as those bundled with content.

SAN FRANCISCO - RSS ads appearing as individual feed items generate a 7 percent click-through rate (CTR), over nine times higher than ads displayed within content posts. That's according to a new study released today by RSS ad firm Pheedo, which compiled the research based upon its network of 8,000 publishers.

"We're trying to find what's the perfect ad unit for RSS," Bill Flitter, Pheedo's VP of marketing, told ClickZ News.

Pheedo lets advertisers target ads in RSS feeds by category and sub-category, allowing publishers to reject ads they find unsuitable for their audiences. Standalone ads in Pheedo's network tend to be content-heavy and branding-oriented, rather than geared toward generating a direct response. These targeting and creative characteristics likely have an effect on the click-through rates Pheedo observed.

The study also looked at the frequency of ads in RSS feeds, finding that placing an ad in every other post was most effective in garnering click-throughs. When publishers placed an ad in every feed post, the click-through rate came in at 1.04 percent, whereas limiting ads to every other post resulted in a 3.24 percent CTR.

When it examined readership trends in RSS feeds, Pheedo found click-through rates on content -- when readers clicked through from summary or headline feeds to the full content on the Web site -- varied significantly based on day of the week. In a change from the first time Pheedo conducted its research, the company found peak click-throughs occurring on Mondays and Saturdays, with Thursdays and Fridays being the slowest click-through days. Previously, the company had pegged Tuesdays as peak click-through days. Most publishers Pheedo works with offer summary, rather than full text, feeds.

Feed readership showed a different pattern. Tuesday and Wednesday are peak days. After Wednesday, feed reading declines through the weekend. Readership on the weekends is 67 percent lower, on average, than through the week.

Most of that reading occurs on the Bloglines aggregator, which has 34 percent market penetration. Yahoo, NetNewsWire and Mozilla are runners-up, with about 14 percent penetration each, the study found.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...