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This Ad Is Brought To You By The Letters RSS
AdWeek is reporting that a number of major news outlets are utilizing RSS to power their ad campaigns.
The BBC is the latest. Rather than run static online ads, the BBC is using RSS to create more dynamic campaigns. For example, ads on entertainment sites will carry lifestyle story headlines; those on news sites will include political and world news.
This is an innovative use of RSS that eventually will cross over to the mainstream advertisers. Here are just a few of the possibilities of RSS-powered ads...
Ads based on just-in-time inventory data: Imagine if your inventory data was available in an RSS feed. Theoretically, if your company is starting to sell more widgets and is running low on inventory, this feed could ping your ads to run a different creative.
Ads based on in-bound blog links: You could set up an RSS-powered add to rotate different campaigns depending on your latest Technorati data.
Ads based on weather feeds: Once the temperature dips below a certain degree, an RSS ping changes your ads automagically.
The possibilities are endless. This is a significant innovation, folks. Keep an eye on this entire concept of RSS-powered just-in-time advertising.
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About the Author:
Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.
He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.
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