Digg Tests Digg-fed Content Ads
Even if your teeth have gone yellow from too many caffeinated beverages (like mine have), there’s a limit to how many banner ads you’ll look at for teeth-whitening products.
I don’t mean to single out banners for teeth whiteners, either. From :
“The number of people online who click display ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent ‘Natural Born Clickers’ study from ComScore and media agency Starcom.”
This is sort of weird, when you think about it. The web is all about clicking. We use it to discover interesting, important or entertaining content and click over to that content. Some of the most popular services on the web — Google, Twitter, Digg and others — are popular because they serve up links we want to click on. At Digg, for example, visitors click off to original content stories more than 90,000,000 times a month.
So maybe ads will feel more relevant to consumers (and thus work better for brands) if they feature the kind of content we look for online. One way to do this — one that’s very native to the Digg experience, anyway — is to encourage advertisers to re-aggregate stories that have already been popular on Digg. The stories might be about a brand’s products or services, or they might be stories of general interest to that brand’s customers. As we on the Digg blog, Symantec is testing the model with banners that pull in popular security stories from the Digg archive:
Also, it’s important to point out that advertisers cannot promote stories that haven’t already been featured on Digg’s homepage organically. However, if the stories have passed the age of promotion eligibility (ie, they’ve missed their window to be featured on Digg’s homepage), they may be featured in a Content Ad even if they never did a tour on the homepage. In other words, Digg Content Ads allow advertisers to re-publish existing stories into ad banners, and give those stories additional exposure within paid media; but they can’t use this approach to artificially boost a story onto Digg’s homepage.
This is a work in progress, and we will iterate based on feedback from the Digg community. So keep the feedback coming!
(Note: An earlier version of this post attributed the Symantec Content Ad to the wrong advertiser. Sorry about that!)