Advertising agencies said feeds attract a younger, wealthier consumer on average. They said users were desirable because they had signed up for the feeds and want particular content.
“If they’re getting the news they’re interested in, because they said they’re interested in it, then you have a very engaged consumer and that’s appealing,” said Brad Adgate, research director for Horizon Media, and ad agency based in New York. “They’re very active, they’re more likely to buy products online, to click on ads.”
Still, ad agencies said only a few of their clients were currently buying R.S.S. ads. About 57 percent of marketers that Forrester Research of Cambridge, Mass., surveyed this spring said they were interested in R.S.S. advertising.
Here’s the opportunity RSS presents to the emerging field of online public relations.