RSS Marketing Models Evolve Rapidly

Search engine marketing firm, Reprise Media, has just announced an innovative new product called FeedCast. Using XML feeds to automatically create advertising content, FeedCast re-purposes RSS for distribution through contextual ad networks such as Google AdSense and Yahoo! Publisher Network. As described in the Reprise Media press release:

• FeedCast analyzes content via XML or RSS feeds, extracting key terms and concepts in near real-time and determining the optimal mix for a successful search campaign.
• Next, FeedCast converts these terms and concepts into a series of viable advertising assets, which are customized to work within the specifications of each search or contextual network in the campaign.
• Finally, completed campaigns are launched in a condensed timeline due to a built-in editorial rule set and direct trafficking of campaigns to search and contextual programs through APIs.

In essence, FeedCast helps to monetize RSS feeds by introducing a pay-per-click advertising model that 1) publicizing time-sensitive content, 2) automates search term bidding and copy writing; and 3) tracks click-throughs and ROI metrics available through traditional SEM campaign tracking.

The intriguing aspect of FeedCast is that it moves beyond pushing contextual ads within RSS feeds, and instead repackages the summary content in a new format for distribution through advertising networks with much broader scope and impact. And instead of trying to solve the tracking and ROAS metrics problems associated with RSS marketing, FeedCast simply uses campaign tracking inherent to the big contextual ad networks, such as Google and Yahoo!. FeedCast could represent a great leap forward for RSS marketing.

Other coverage today: ClickZ; MediaPost
Tags: marketing rss advertising sem