Syndicated Content Sells: How to Solidify Ad Strategies within Distributed Media
Blogs, podcasts, RSS feeds and their syndicated brethren have crashed the interactive advertising party in true celebrity style. Glamorized on the pages of numerous trade publications, these new delivery channels are helping fuel an already festive market where online ad spending is projected to reach 20 billion in 2006, according to recent figures from TNS Media Intelligence. In April, PQ Media reported that spending on blog, podcast, and RSS advertising alone is expected to climb 145% this year.
But before we welcome the party crashers with too many free drink tickets, it’s important to take a moment to celebrate the differences these new channels introduce. Specifically, we need to be careful about applying too many of our current approaches to interactive advertising to a category of content, a site format, and a user interaction pattern that’s different enough to deserve further innovation.
History As a Guide
Interactive marketing has driven its fair share of innovation over the past 10 years with rich media implementations that help marketers make an impact in new and interesting ways. But, rooted in all of this creativity is the necessary standardization that it takes to create an industry. The 30- and 60-second spot dominates broadcast advertising because it allows advertisers and broadcasters to develop and deliver advertising in an efficient and predictable manner. The same is true with magazine and newsprint advertising, where media kits and rate cards from one publisher to the next are more similar than not.
The introduction of cable television spurred innovation by creating a proliferation of new channels, an increase in broadcast capacity that gave birth to infomercials and home shopping networks. Database marketing gave rise to a huge new segment of print advertising that we now know as “direct response,” from postcards to catalogs.
Today, technology is changing the manner in which we consume content online. On the supply side, blog-authoring software has turned millions of Internet users into content creators, publishers and podcasters. It’s not unusual to see a blog feature the same diversity of content as a Web site. On the demand side, blog search and feed syndication have made it easier to find and read distributed media, and publishers are building audiences and generating the page views that marketers notice.
Site Format and Content Consumption
Before exploring various blog advertising strategies, let’s compare the common user interaction patterns between two types of example sites — a sports site associated with a major broadcast network, and a blog that focuses only on the 2006 Major League Baseball All-Star Game. Let’s assume that the online user bookmarks both sites, and checks them on a daily basis.
The sports site is both “wide” and “deep,” with primary navigation that offers a user plenty of different vertically oriented sections of content. The publisher generates new content into most, if not all, sections of the site on a regular basis, so the whole site is continually changing. As a result, pageviews accumulate across several different sections of content. At the same time, users can be sent to pages deep within the site. For example, a search on “World Cup Final” might provide an organic search result that bypasses the homepage and links directly to a story about Italy’s historic win over France.
Reader Comments.
- Pingback from blogvertiser.net » Blog Archive » Blogvertiser.net - Syndicated Content Sells: How to Solidify Ad Strategies within
- Pingback from blogvertiser.net » Blog Archive » Blogvertiser.net - Blog Advertising: A Quick Tutorial
- Pingback from blogvertiser.net » Blog Archive » Blogvertiser.net - PayPerPost Announces the First Payment of Bloggers in Its Consumer
Leave a Comment
Pages: 1 2 next page »
Article Sponsor
More Features
Latest News
- Ad Agencies, ‘Last Corporate Bastion of Jim Crow’ January 9th 2009 ADOTAS — Any time I hear lawyers cry about workplace [...] more »
- Google Profit, Advertisers Rise January 9th 2009 ADOTAS — Can anyone compete against Google search? Google might have [...] more »
- Unemployment Rate Surges to a 16-year high January 9th 2009 REUTERS GROUP – The unemployment rate surged to its highest [...] more »
- World Avenue reduces workforce January 9th 2009 Adotas — The new year is starting as badly as [...] more »
- Microsoft (Hearts) Yahoo Now January 9th 2009 ADOTAS — Sigh. Steve Ballmer must have multiple personalities. First the [...] more »
- Epsilon, Double Fusion, Revenue Science, Nurun Job Roundup January 9th 2009 ADOTAS – Nurun, Revenue Science, Double Fusion and Epsilon announced hirings [...] more »
- Layoff tracker January 8th 2009 ADOTAS — We have started a short list of the [...] more »
Features
- 1020 Placecast and Targeting Audiences January 9th 2009
- Dial Up Creative January 9th 2009
- Affiliate Summit Flourishes January 8th 2009
- Honesty Is A Great Marketing Policy January 7th 2009
- Interactive Advertising Cometh January 6th 2009
Spotlight
Mobile to the RescueADOTAS EXCLUSIVE — The industry is still wary about mobile advertising — does it work, how significant is the ROI [...] more...
Reader Favorites
Layoff Tracker
- Electronic Arts - 1,000
- Gawker - rolling layoffs
- Giaia Online - 36
- LiveJournal - 12
- Logitech International SA - 500
- Ogilvy & Mather - between 150 to 175
- Yahoo - 1,520
- Viacom - 850
- World Avenue - 30 percent of Workforce
- Zango - more than 100
Classifieds
- Account Manager
- Interactive Sales Manager - NY (Inside Sales)
- Affiliate Network Manager / Direct Response Techno
- Senior Editor for Business Site
- Director - DR and Brand
Recent Comments
- Alex: Wow lisa ann, that's the same excuse racists have been using for years to keep
- Marketing World: [...] Here is the original: Honesty Is A Great bMarketing/b Policy » Adotas [...]
- January 9 - Unemployment Risies to 7.2% - Highest Yearly Job Loss Since 1945 - Google Rumors - Freightliner Dismisses 2137 - Semitool Chips Away 280 Jobs - Union Pacific Derails 231 - Boeing to Layoff 4500? - Beechcraft Ending 1600 Jobs? « The Layof: [...] via World Avenue reduces workforce » Adotas. [...]
- January 9 - Unemployment Risies to 7.2% - Highest Yearly Job Loss Since 1945 - Google Rumors - Freightliner Dismisses 2137 - Semitool Chips Away 280 Jobs - Union Pacific Derails 231 - Boeing to Layoff 4500? - Beechcraft Ending 1600 Jobs? « The Layof: [...] via World Avenue reduces workforce » Adotas. [...]
