Pheedo has announced plans to add geotargeting capabilities to its RSS advertising network, offering marketers a new way to use syndication feeds to target customers around the world.
The Emeryville, Calif.-based company, which operates a feed advertising network and a suite of tools for tracking ads delivered in RSS (Really Simple Syndication) content, is using IP address mapping technology to power the new feature, which lets marketers target audiences in the U.S., U.K., Spain, France and more than 200 other countries.
Advertisers can choose from a wide variety of RSS ad units to target audiences around the world, helping publishers increase the value of their inventory and expand revenue streams, according to Pheedo co-founder and vice president of marketing Bill Flitter.
In an interview with ClickZ News, Flitter said a Pheedo customer, Net Communities Limited, is using the RSS geotargeting feature to direct marketing efforts specifically at consumers in the U.K, through the Pheedo technology content channel.
In addition to geotargeting, Pheedo lets advertisers target their buys based on a number of other factors including specific feeds and sites, content channels and ad frequency.
“RSS advertising has moved away from being just a novelty. It has matured to the point where advertisers are requesting geotargeting capabilities to optimize the performance of campaigns. This is a natural progression of the growth of RSS usage,” Flitter added.
By pushing ads targeting eyeballs in geographic locations, Flitter said campaigns can see increased click-through rates and ROI.
Pheedo’s push into RSS geo-targeting comes on the heels of a quiet rollout of similar capabilities by search and marketing giant Google.
Flitter said the natural progression is for the service to expand to offer location-based RSS ads in specific cities. “Right now, we have to look at the size of the RSS market and determine if there’s enough ad inventory available to target individual cities. We might not be there just yet,” Flitter said.
“Eventually, as the market matures, we’ll drill down deeper and target by audience in smaller cities. That’s the natural progression of where this is going.”