Using RSS as advertising medium VNU Business Publications

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Using RSS as advertising medium VNU Business
Publications
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Penetration

• VS
• Nielsen Netratings (august 2005) 2/3 of weblog
  readers has no clue what rss is.
• Nielsen Netratings (august 2005) VS penetration
  RSS under weblog readers 11
• Pew research (januari 2005) VS penetration RSS 6
• Jupiter research (march 2005) VS penetration RSS
  12
• Netherlands
• In the Netherlands, penetration 5 - 10 (bron
  Jungle Rating, july 2005)

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Difference between RSS and e-mail

• RSS is anonymous
• RSS feeds can be reused
• The user has more control over RSS than e-mail
• RSS is not a two way channel

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Advantages for users

• Subscribing is easy - in contrast to e-mail
  newsletters is RSS entirely anonymous
• Alert function - you remain effortless posted on
  the most recent facts and developments, can react
  more rapidly to forums
• User has controle - deleting feeds with one click
• Feeds become more specifically - at intermediair
  you can get feed of function level and province

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Advantages for publishers

• Generate Traffic - as long as not all the
  information end up in the feed
• Products, services and advertisements can bee
  pusht towards users
• To increase range - third parties can put the
  feeds easily on their site, like at Emerce - and
  also new business models such as Bloglog.nl (adds
  several feeds together)

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Example advertisement Vodafone
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Result Vodafone campaign

• Period 8 31 august
• IMer in RSS feeds Emerce, Computable, Management
  Team, Adformatie and Communicatie Online
• Objective 400 visitors on the landing page
• Clicks 1.183
• Visitors landing page 1.363 visitors (341!)

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Example campaign Delta Lloyd
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Result campaign Delty Loyd
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Future

• once every 5 items a banner (already possible
  with dart)

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RSS - Reach per day

• IT sites
• Emerce.nl 2700
• Computable.nl 900
• Business sites
• Managementteam.nl 200
• Sprout.nl 1400
• PC sites
• PCMweb.nl 750
• Computeridee.nl 1000
• Powerweb.nl 300

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RSS - Investment for 2 weaks

• IT Cluster 2.500,-
• Emerce.nl / Computable.nl / VNUnet.nl
• Business Cluster 2.000,-
• Managementteam.nl / Sprout.nl
• PC Cluster 1.500,-
• PCMweb.nl / Computeridee.nl / Powerweb.nl