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Users Click RSS Ads More Than Banners

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NEW YORK Users receiving RSS feeds are much more likely to click on feed advertising than regular Web ads, according to a new study.

Pheedo, a San Francisco company that helps publishers put ads in their Really Simple Syndication feeds, found that RSS ads received a 3.2 percent to 8 percent click-through rate during a study of traffic during the fall. Banner ads typically receive a click rate of less than 1 percent.

The best-performing RSS placements, Pheedo found, were stand-alone ads that represented the entire post, rather than embedded ads placed below editorial content. Standalone ads were clicked 8 percent, compared to .85 percent for the embedded approach.

Pheedo said the highest RSS ad click rates were gained by placing ads in every other post, a tactic it found three times more effective than one ad per post.