• Adotas, Friday, May 5, 2006 10:45 AM

Adotas takes a very comprehensive look at the rising tide of RSS, what it means now and what it will mean in the future for marketers. RSS is still really young, but usage of the media syndication platform has increased more than 50 percent since last year, and evidence supports more growth in the future. Most major Web publishers now provide RSS feeds on their site, but no one seems to have figured out a clear advertising model to support their efforts. For example, RSS has great potential as a retention marketing tool--perhaps more so than e-mail--but this aspect has yet to be exploited, except by a handful of retail providers like eBags.com. Those early adopter advertisers that have tried to use the tactic say they feel the medium would be more useful with greater audience penetration and stronger targeting. Since those are two of the principal aspects marketers look for in planning their campaigns, it may be a while before RSS is widely used. All in all, the ultimate role of RSS for mainstream consumers is still unclear, so those marketers that deploy the tactic will largely do so in add-on deals and for testing purposes.

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