RSS users read more in the morning, click more at night, and swell to their peak size and engagement with the medium on Tuesdays.
Those are among the key findings of RSS usage data just released by Pheedo.
While Tuesday is typically the most active day for feed reading, both in terms of click-throughs and traffic, Saturday is the least. The click through rate swings by over 70 percent between those two days, while the difference in the rate of feed retrieval — an approximate measure of traffic volume — is a bit less severe at 47 percent.
Pheedo issued its “Pheed Read” metrics as a service to advertisers who wish to better understand the way their prospects interact with feeds, the company said. The report does not include data on readers’ responses to ads in the RSS environment, but the company may roll that into future updates.
“This first report looked at content versus breaking down ads in categories, but in the future we will drill down into ads, ad sizes, and unit categories that we’re seeing performance from,” said Bill Flitter, the company’s CMO.
Among the report’s findings is that feed retrieval peaks during the morning hours, though most users scan the news at that time and don’t click through. Nighttime clicks are more common, which may suggest late nights are a good time to run direct response campaigns. At the moment, RSS ad management providers like Pheedo and Google’s AdSense program for feeds do not offer day-parting.
“I think we’ll add targeting parameters to what we’re doing, so time of day and day of the week will be [among] those targeting parameters,” said Flitter.
The company intends to release updated information quarterly, with smaller peeks at usage in the interim, Flitter said.
Last month, Pheedo published a best practices document for RSS advertising, and it’s now working with other RSS advertising stakeholders to revise the draft. Flitter said the combined best practices and usage data will help define RSS as a viable advertising space.
“We want to make sure the definition of impression works. We need help from the IAB to expand that definition to include RSS,” he said. “Publishers need this kind of intelligence to start making editorial decisions on their feed to determine what is working and not.”
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