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.

Teeth Whitening Ad

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:

Adobe Content Ad on Digg

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!)

  1. # Digg the Blog » Blog Archive » Testing Digg-fed “Content Ads” said: October 9th, 2009 at 10:19 am

    [...] Thanks, Chas (more here) [...]

  2. # Peter said: October 10th, 2009 at 2:55 pm

    Chas-

    Glad to see that Digg is innovating with ads. I’m puzzled though. I’d like to buy some of the “Digg Ads” announced earlier this summer — the ones integrated with the Diggs.

    I’ve searched your site high and low and can’t find any way to buy them. Your FAQ explains them to users. I’ve seen the ads in the wild. I just can’t find a way to give you my money.

    Oh, and I did try the “advertise with Digg” link in the global footer. It goes to a generic page telling me to email in to buy tower and banner ads. I emailed in 3 weeks ago and never heard back.

    Help? I’d love to give you my money.

  3. # innovation604 News Portal » Search Keeps Innovationg said: October 10th, 2009 at 2:57 pm

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  4. # Chas said: October 10th, 2009 at 3:38 pm

    Peter–Sorry about that! Our Advertise Here page hasn’t caught up with the new ad products we’ve rolled out recently. Please drop me a note at chas [at] digg [dot] com, and I’ll get you set up.

  5. # Digg Content Ads for Where The Wild Things Are said: October 16th, 2009 at 4:44 pm

    [...] on Digg today to promote opening weekend for “Where the Wild Things Are,” including Content Ads that pull existing popular Digg stories into IAB ad [...]

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  10. # » Search Keeps Innovating said: November 23rd, 2009 at 7:50 am

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  12. # Intel Ads Speak to Digg Readers, Even When They’re Not at Digg said: February 2nd, 2010 at 10:59 am

    [...] (Digg-able, bury-able ads between the 2nd and 3rd story on Digg’s homepage) and IAB-sized Content Ads to drive Digg readers to page filled with news stories breaking at the Consumer Electronics Show [...]

  13. # Curtains said: January 22nd, 2011 at 2:57 am

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  14. # Stevenson Chris said: July 27th, 2011 at 3:01 am

    Digg is trying its best.
    You can certainly see the constant improvement.

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