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May 17, 2006
It's been a few months since the last Pheedo Pheed Read report! For those of you who've been watching, the RSS marketplace has grown and matured in just a few short months.
As usual, there's lots of data to share in this Pheed Read. We'll cover a few highlights here, but if you're interested in the full details, please download the Pheed Read Spring 2006 Report here.
Executive Summary
As the RSS publishing and advertising marketplace evolves, it is important to monitor the indicators such as click-through rates, which are normalizing; RSS ad performance, which remains strong; and most importantly, how RSS consumers are interacting with feed content.Advertisers and publishers need to engage the RSS consumer at the aggregator or feed reader level. That's where the relationship is -- not at the website. Hoping for a click-through by publishing summary feed content is not a viable content monetization strategy in an RSS-enabled publishing model. This is good news for publishers who are evaluating opportunities for RSS feed advertising, and good news for advertisers seeking to reach information consumers in this growing channel.
Full-Text Feeds and Summary Feeds Garner Similar Click-Through Rates (CTR)
Summary feeds (full content not shown in the feed item) average at 12% CTR while full-text feeds average 10% CTR. The report states that the median CTR for full-text feeds remains at 10% while summary feeds drop to 8% CTR due to extremely high CTR rates in certain categories and individual feeds.