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Full Disclosure: NOTCOT and Boing Boing Show How Easy It Is

Conversational approaches to marketing are effective for marketers — and work better for readers — in part because they aren’t regular old banner ads. But, lest these programs confuse audiences (and, perhaps, piss them off), it’s important for participating sites to explain how the programs work.

Here’s Jean Aw at NOTCOT announcing her latest post at Comcast’s Fancast site.

NOTCOT Fancast Post

And Boing Boing’s Xeni Jardin with her latest eclectic TV faves for the same.

Boing Boing Fancast Post

That wasn’t so hard now, was it?

Comcast's Fancast Site Features Funny TV Reviews; CTRs Above 1%

Fancast Our TV Picks

The Our TV Picks section of the Fancast site features an eclectic batch of TV show reviews (from sci fi classics to sexy superheroes to contemporary reality TV) by writers from Boing Boing, Dooce, NOTCOT and Ask A Ninja. FM helped put all the pieces together.

Comcast is running banner ads on those same sites, with clips from the authors’ show reviews.

Dooce Ad for Fancast

Perhaps it should come as no surprise that ads, for example, on Dooce featuring an excerpt of more Dooce content would drive click-through rates that can be counted in whole numbers. But what can I say — I’m an old-fashioned guy who continues to be impressed by CTRs above 1% on banners that are SFW.

UPDATE 12/10: Xeni Jardin at Boing Boing explains to her readers how the sponsorship works:

“A disclaimer, in the interest of transparent ├╝ber-sharing: I was paid to write these posts, and the site is an online video hub run by Comcast.

“I wasn’t told what to write about or not write about, and my work wasn’t edited or modified in any way, so I picked freaky stuff I genuinely liked, and in a few cases, had some sort of personal connection with.”

Uber-well done, Xeni and Comcast!

(Credits: Robin D’agostino at Comcast Interactive Media, and Michael Cohn and John Shankman at FM.)