A new kind of advertising
Gabe Rivera has created a new kind of advertising for TechMeme, which he explains here and here.
Simply put: He takes feeds of the latest posts from sponsors’ blogs and puts that in an ad box on Techmeme. That’s their ad. It’s brilliantly simple: dynamic advertising controlled by the advertisers, who will make their ads — their content — relevant to the readers who see their feeds on Techmeme.
I talked with Gabe about this at a conference months ago; he has put a lot of careful thought into the idea. I like it. It’s relevant; it’s human and not automated; it’s appropriate to the form. And it pays. Gabe is charging $4,500, $3,500, and $3,000 respectively for the three month-long spots (I’ll save you the cipherin’… that’s $132,000 per year). For the advertiser, that works out to a $5-8 CPM, which is good. I’m not sure there’s much difference in the first versus third position. And I think there is an opportunity to put more advertisers in the box (cookie me and show me different advertisers’ blog posts on different visits). But I think this works and I’ll be eager to hear the sponsors’ experience.
I’d love to have a such a unit here.
September 25th, 2006 at 7:05 am
Glad you like it Jeff, and thanks for the suggestions.
I agree that it’s probably good for blogs too. I just called for someone to hack up a Wordpress plugin here: http://efuddle.com/2006/09/25-07:04#20060925-07:04
September 25th, 2006 at 8:00 am
[...] with del.icio.us | Email this entry | TrackBack URI | Digg it | Track with co.mments | | Cosmos Click here forcopyright permissions! Copyright 2006 Mathew Ingram [...]
September 25th, 2006 at 8:35 am
[...] Gabe explains his new ad unit in more detail on his blog here. I also like to get Jeff Jarvis’ opinion on new advertising models - it’s an area he’s become an expert in. His verdict? Thumbs up (and he wants them on his own site). [...]
September 25th, 2006 at 8:47 am
[...] Gabe explains his new ad unit in more detail on his blog here. I also like to get Jeff Jarvis’ opinion on new advertising models - it’s an area he’s become an expert in. His verdict? Thumbs up (and he wants them on his own site). [...]
September 25th, 2006 at 8:54 am
[...] Gabe explains his new ad unit in more detail on his blog here. I also like to get Jeff Jarvis’ opinion on new advertising models - it’s an area he’s become an expert in. His verdict? Thumbs up (and he wants them on his own site). [...]
September 25th, 2006 at 9:08 am
[...] A new kind of advertising — Gabe Rivera has created a new kind of advertising for TechMeme, which he explains here and here. — Simply put: He takes feeds of the latest posts from sponsors’ blogs and puts that in an ad box on Techmeme. That’s their ad. Source: BuzzMachine Author: Jeff Jarvis Link: http://www.buzzmachine.com/index.php/2006/09/25/a-new… Techmeme permalink [...]
September 25th, 2006 at 9:14 am
[...] Gabe explains his new ad unit in more detail on his blog here. I also like to get Jeff Jarvis’ opinion on new advertising models - it’s an area he’s become an expert in. His verdict? Thumbs up (and he wants them on his own site). [...]
September 25th, 2006 at 9:18 am
Just let the potential advertisers see the Comments in the Mainelli piece here. But maybe you’d be satisfied by ads for condoms, Girls Gone Wild vids, and cheap beer.
September 25th, 2006 at 9:40 am
[...] Others are writing Cynthia from IP Democracy shares the ad details: “These slots don’t come all that cheaply, either, but that’s the way it should be. Gabe is selling the first, second, and third slots for $4,500, $3,500, and $3,000 per month respectively.” Techblog: “This is a brilliant move on the part of Techmeme creator Gabe Rivera, as it opens the door to an entirely different kind of advertising model. Companies have the ability to provide a much deeper level of information using sponsored posts, and get immediate feedback. Blog-savvy businesses should be falling all over themselves to get into this space.” Not even fellow Web pooh point oh squasher Squash will bash the idea: “I like the way Gabe has kept the integrity of the site, by linking to blog posts rather than to corporate websites or other such commsspeak.” Podtech owner John Furrier sees other ways Gabe could monetize Techmeme, and while he doesn’t share any of them publically (tease alert!), he opines: “It will be a matter of time before someone develops something similar so Techmeme needs to keep thinking of new ways to create a better user experience.” Nik likes it: “I think the solution that you see now is both very elegant and effective. It is non-intrusive for the reader and brings a good audience and credibility to the sponsor.” Jeff Jarvis gives it the nod too: “I talked with Gabe about this at a conference months ago; he has put a lot of careful thought into the idea. I like it. It’s relevant; it’s human and not automated; it’s appropriate to the form. And it pays.” TechCrunch labels this an invention: “Tonight Gabe Rivera, the founder of TechMeme, just invented something else - advertisements delivered via RSS. NOT advertisements embedded withing RSS feeds, but actually using RSS as the delivery mechanism.” Mark Evans asks some good questions: “So how many corporate blogs fall into this category? Does this limit the number of potential TechMeme sponsors? Another issue is how much these sponsorships cost and their ROI. How many technology companies with high-quality blogs are willing to advertise on TechMeme.” And what does one of the advertisers, Wink, who desperately needs to change their default Wordpress theme (at least change the colors, folks), say? “Wink and Techmeme work well together. Use Techmeme to find the latest technews and buzz, then use Wink to rate, save, and search the sites you find interesting.” [...]
September 25th, 2006 at 10:09 am
[...] Het slimme zit hem erin dat het feitelijk geen advertenties zijn, maar blogposts van de weblogs van deze adverteerders. Die op deze wijze - met een bedrijfslogo ernaast natuurlijk - op een opvallende maar verder geheel natuurlijke wijze onder de aandacht komen. Techmeme leest feitelijk de laatste weblogposts uit de betreffende RSS-feed uit en toont die in de sidebar. [...]
September 25th, 2006 at 10:46 am
[...] Jeff Jarvis, over on Buzz Machine, chooses a similar headline, calling it A New Kind of Advertising. He suggests that what’s unique about this is that: [It’s] dynamic advertising controlled by the advertisers, who will make their ads — their content — relevant to the readers who see their feeds on Techmeme Again, how is this unique? You think that the companies that were paying news.com, etc thousands of dollars for “distribution” weren’t carefully targeting the headlines they syndicated? [...]
September 25th, 2006 at 11:14 am
[...] BuzzMachine: A new kind of advertising [...]
September 25th, 2006 at 11:22 am
that CPM is “good”? compared to what?
seriously, jeff, what CPM rates are typical these days, and for what?
i was under the impression $1-$2 CPM was pretty steep
also, are we still using the fallacious CPM comparison which so inflated Bubble 1.0 — the comparison of web CPM (cost per thousand PAGE VIEWS) to print and TV CPMs (cost per thousand readers/viewers)?
September 25th, 2006 at 11:50 am
[...] BuzzMachine » Blog Archive » A new kind of advertising: TechMeme now has ads. Very very smart on Gabe’s part. [...]
September 25th, 2006 at 11:57 am
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September 25th, 2006 at 12:26 pm
A very slick move from a slick site! Impressive stuff and so intelligent. The blogs will want to update pretty regularly though to make sure the value is there! Return visitors will quickly stop looking at the spots if they never change! Unless they think their blogs are compelling enough that everyone who reads will instantly grab their feed!
Eoin
September 25th, 2006 at 1:06 pm
[...] The ’sphere is full of glowing approvals of techmeme’s new sponsorship model. I agree that this new model (sponsors’ latest blog posts are listed on the right) is a HUGE benefit to techmeme advertisers, but I’m concerned about the problems it creates for readers. [...]
September 25th, 2006 at 1:27 pm
[...] Meanwhile, in the newspaper advertising game, the NYTimes "print revenue slides" while "online glides." (via Cyberjournalist) However, Gillmor mentions the new online ad model for blogs that has folks talking, including Jeff Jarvis, who explains: Gabe Rivera has created a new kind of advertising for TechMeme, which he explains here and here. [...]
September 25th, 2006 at 1:42 pm
Looks pretty much like Pheedo’s PR Web system. PR Web provides feeds are converted to ads that Pheedo publishers can use on their sites and in their own feeds. The “innovation” that Gabe has is that the ad feeds come from multiple sources.
Pheedo also has the reverse of this. In addition to the standard Javascript and other ad delivery options, publishers can get an RSS feed of ads and then integrate those ads however they want.
Disclosure: I was a founder of Pheedo and although I no longer am with the company, I still own stock.
September 25th, 2006 at 4:27 pm
[...] Many influential blogs are hailing this as a whole new form of advertising, when really it’s a concept that was prevalent in the 90s with syndicated headlines being pushed to content sites. This is really just a new spin on that since it’s now company blogs with RSS feeds instead. [...]
September 25th, 2006 at 6:59 pm
[...] There has been a lot of commotion on the web today over TechMeme’s new advertising. Michael Arrington’s headline goes so far as to say, “TechMeme Invents New Kind of Advertising” [...]
September 25th, 2006 at 10:04 pm
[...] You can see the launch post of the new sponsorship model here and get more information on sponsorship here. The cost is between $3000 and $4500 per month (it depends upon which slot you buy). Jeff’s got the calculations on what it’ll bring in ($132,000 per year if it’s sold out for 12 months solid) and the CPM is around $5-$8. [...]
September 25th, 2006 at 11:02 pm
[...] Gabe introduced a sparkling new advertising model on TechMeme earlier today and, as expected, the blogosphere is buzzing about it. I absolutely love TechMeme for what it does and it is no surprise that Gabe is thinking out of the box, again, as he monetizes it. Jeff is calling this a new kind of advertising. [...]
September 26th, 2006 at 1:39 am
[...] Gabe explains his new ad unit in more detail on his blog here. I also like to get Jeff Jarvis’ opinion on new advertising models - it’s an area he’s become an expert in. His verdict? Thumbs up (and he wants them on his own site). [...]
September 26th, 2006 at 1:56 am
[...] Gabe explique son approche de manière plus détaillée sur son blog. Jeff Jarvis, un expert du sujet, donne une opinion très positive sur cette innovation. [...]
September 26th, 2006 at 5:00 am
[...] Jeff Jarvis reviews Techmeme’s new ad system and concluded: [...]
September 26th, 2006 at 2:00 pm
Amanda Congdon meets Jeff Jarvis
Amanda Congdon, former Rocketboom hostess has a new gig: traveling videoblogger.
September 26th, 2006 at 6:13 pm
[...] Yesterday I came across a few articles covering the new “Techmeme Sponsored Posts” — ads populated with content from the sponsor’s RSS feed. (Here’s coverage at the Business 2.0 Blog and here at BuzzMachine.) [...]
September 27th, 2006 at 10:53 am
TechMeme’s Excellent (& Simple) New Blog Ads
He takes feeds of the latest posts from sponsors’ blogs and puts that in an ad box on Techmeme. That’s their ad. It’s brilliantly simple: dynamic advertising controlled by the advertisers, who will make their ads — their content — relevant to…
September 28th, 2006 at 4:32 am
Continuous traffic is the first step toward increasing sales and expanding
your base of shoppers. You must advertise to keep pace with your competition. Advertising can generate hype traffic now and in the future.
October 6th, 2006 at 12:29 pm
Thank you for the track back link!
October 17th, 2007 at 9:28 am
[...] good example is the feed-powered advertising model on Gabe Rivera’s popular news tracking site [...]