While the original plan for the RSS Diary blog was leaving on hiatus until the 2007 edition of the RSS Marketing e-book is done, the FeedBurner acquisition by Google is a story just to important to pass up … especially all the implications it might bring into the world of RSS Advertising, and RSS Marketing as a whole as well.
So, yes. FeedBurner, a leading RSS metrics and RSS advertising company was just acquired by Google. Finally confirmed after weeks of speculation. I won’t go into the details of the acquisition, as you can read more about it at the FeedBurner blog and just by following the news at Google News.
Here, we’ll take a look at the implications this brings to the world of RSS Marketing. Just my predictions of course:)
1. RSS Metrics Will Finally Become Integrated With Web Metrics
In my book, all marketing/communications channels should be judged using the same metrics, such as conversions, cost-per-order, cost-per-subscriber, sales etc.
Although you could already do all of this with RSS, it required some tinkering.
But, as FeedBurner gets assimilated into Google Analytics, tracking the key marketing metrics should become a breeze, giving everyone access to crucial internet optimization data.
2. RSS Metrics Moving Closer to the Mainstream
With RSS Metrics being integrated directly into Google Analytics (which I’m sure will happen very soon), marketers might finally start actually measuring their RSS feeds.
Means better RSS Marketing, finally.
3. RSS Advertising Going CPC
Although FeedBurner is cautions to provide any details about how their CPM pricing model might change with the integration of their ad services into Google, I’m quite certain that RSS advertising will move the way of cost-per-click.
Means less revenues for RSS feed publishers, but better ROI for you, the advertiser.
4. RSS Advertising Moving Closer to the Mainstream
RSS Advertising will finally reach the mainstream, utilizing Google’s massive advertiser database.
Prices will go up, and RSS content monetization will again start becoming the talk at industry events.
On the plus side, it also means Google will be able to attract more RSS feed publishers, meaning more RSS ad inventory for you. Your RSS advertising reach potential is about to explode, finally enabling you to reach the masses using RSS Advertising.
5. Trouble for Other RSS Advertising Companies
I love Pheedo, another leading RSS Metrics and RSS Advertising company, but the FeedBurner acquisition makes me wonder what’s in store for them as Google starts pushing RSS advertising to their massive database of advertisers, especially as part of an integrated online advertising service.
It’s certainly not the end of other RSS Advertising companies, but they might all soon see themselves transforming from RSS ad networks to RSS media planning & buying consultants.
Which would be a shame, especially considering the advancements in RSS Advertising developed by Pheedo.
6. Better Targeting for Google AdWords Advertisers (We Wish!)
Advertiser demand seems to be growing quicker than the inventory offered by Google.
The obvious choice for Google (in addition of course to increasing ad inventory through additional reach, media expansion through the content network, and expansion to new ad channels, like RSS and banner inventories) is to offer better targeting, for a premium price.
As a marketer, I clearly want to place my ads in front of the most relevant prospects. Keyword targeting is OK, but adding behavioral on top of that introduces another filtering element to my media planning, enabling me to really pin-point the users I want to see my ads.
- How about displaying search ads only to people who have already visited my website, but haven’t made a purchase? Google AdWords and Google Analytics integration could offer exactly this.
- How about displaying search ads only to people that respond to marketing content banners on other websites? Integrating Google AdWords with one of the latest Google acquisitions, DoubleClick, can get us exactly this.
- Of course, I might also want to target my ads to people who are subscribed to X e-mail newsletter. What do you know, Google already has that information through their Gmail service.
- And then, how about displaying search ads only to people who are subscribing to other RSS feeds about RSS marketing? Integrating Google AdWords with FeedBurner would make this possible.
- Now just take these concepts, put them all together, and expand them to banner advertising, feed advertising and any other online ad channel Google develops/acquires in the future.
This may either be science fiction or Google’s actual long-term masterplan. As more advertising budgets rush to the internet, available quality ad inventory will continue shrinking.
By introducing such targeting, integrating the metric and capabilities of all of their properties, Google could come as close as possible to total ad targeting, the holy grail of marketing we are all striving towards.
Things will get much more interesting … and soon.
If I were an ad agency, I’d start developing a targeting department, focusing on targeted media buying.
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