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BizReport : Blogs & Content archives : December 18, 2006

“Conversations” Put RSS Feeds in Ads

A public relations firm and an RSS feed aggregator have joined forces to produce a new “Hosted Conversations” branded ad unit. Edelman PR and Newsgator say, the ad units contain an RSS feed of blogs and comments related to the advertisers sponsoring the ad.

by Kristina Knight

The ad units are widget based and link back to the blog posts and feeds displayed, according to MediaPost. For example, a conversation for a bank might link to the RSS feeds of blogs or other online publications that talk about financial services. It will also carry links to those blogs and publications.

The service is currently being pitched to Edelman PR clients in the consumer goods, financial services, health care and technology arenas. The first ads will likely appear in January 2007.

"We try to find the quality writers--the quality content," said Rick Murray, president of Edelman’s Me2Revolution, a social media division (via MediaPost). "But if someone disagrees with the client, that ought to be part of the conversation." He went on to say Edelman will not advise clients to avoid conversations that are critical of the brand.

NewsGator provides the RSS aggregation. The ads are run in banner space or pop outs and rollovers.

Tags: backlink, blog advertising, blog syndication, blogs, online marketing, RSS

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