Self Service Advertising on This Blog and Many Others

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Self Service Advertising on This Blog and Many Others

In the past two weeks, we have seen a couple major launches that will have a big impact on how advertisers incorporate blogs into their advertising plans.

And this blog is part of both of them. If you want to advertise on this blog but don't know how, read on.

If you want to understand how blogs and mainstream advertising are going to work together, read on.

On April 25th, rather quietly I might add, FeedBurner launched the FeedBurner self service ad network. Now anyone who wants to run an ad in this blog's feed can simply go to FeedBurner, drum up an ad, state how much you want to pay to advertise on this blog, and hit submit. Your ads start running in my feed. Of course you can run ads in thousands of other feeds as well. FeedBurner is managing over 280,000 feeds, many of which carry ads. If you want your message in the blog world, FeedBurner is a great way to make that happen.

Then last night, less quietly, Federated Media launched the Federated Media self service ad network. Now anyone who wants to run banners or text ads on my blog can simply go to the FM ad network, drum up an ad, decide how much you want to spend, and submit. Your ads will start running on the upper right sidebar. Federated Media has 34 of the top blogs in its network and that number is growing every week. If you want your message in the top blogs, Federated Media is the way to get it there.

I really believe that between FeedBurner and Federated Media, advertisers can reach most of the blog readers and do it simply and effectively. If you are an advertiser, I'd suggest giving them both a try.

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Posted May 4, 2006 in Venture Capital and Technology

Comments

Pretty wicked ideas. Congrats - I now get feedburner.

I am slow.

Posted by: howard Lindzon | May 4, 2006 11:16:16 AM

boy Fred, on FM, Om has a premium on you!

Posted by: mike simonsen | May 4, 2006 6:00:27 PM

I have to say I expected this. And I expect more. And it's why I cut my feed on 1 April (although my traffic continues to climb).

I know that will sound odd to lots of people, but in the end the issue to me is control. Isn't that always the issue?

I want to control which companies are associated with my blog; and by extension with me. It may not turn into Dill pickles at Wal*Mart, but losing control is always bad. So I'm not interested in the highest bidder. The only way I'd accept a bid from a company I don't particular like (or absolutely dislike), would be if the price were sufficiently high to allow me to funnel some of it off to a charity. And if that happened, I'd announce it.

I don't write for money. My Reputation is more important than what a feed or banner ad will bring in.

There is a way to give me what I want. I know what it is and I have an idea how to do it. I'm waiting for the services to figure it out. There's little doubt in my mind that they will. Maybe ... probably ... they already have.

Posted by: csven | May 5, 2006 8:21:22 AM

csven,

all feedburner and FM self service ads must be pre-approved by the publisher/blogger before they go into the feed.

thanks for your comments. they are always great.

fred

Posted by: fred | May 5, 2006 11:29:41 AM

Actually out of the 280,000+ publishers that are in the Feedburner network, only about 2,000 are worthy of carrying feedburner ads... definately not the majority... also there is no contextual matching engine... thats why microsoft office ads are appearing next to posts about music on your blog... RSS advertising still has a way to go, but it looks like Feedburner is off to a good start with it... I'm sure that as more functionality and relevancy matching is built into it, more and more advertisers will be eager to jump onboard... the final accelerant will be to price it through a CPC model as opposed to CPM...

Posted by: Cs | May 5, 2006 1:57:21 PM

A VC

Musings of a VC in NYC