Pheedo Feed Report 3 is here

Pheedo has released their “Pheed Read #3” report, the complete report can be downloaded here (PDF). The most important findings include:

1. Consumers Remaining Within Aggregator / News Reader Environment To View RSS Content
2. Full-Text Feeds and Summary Feeds Garner Similar Click-Through Rates
3. Summary Feed CTR Varies Widely
4. Most Publishers Opt for Summary Feeds
5. Bloglines and MyYahoo! Lead RSS Content Aggregators
6. Standalone Ads Continue to Outperform Inline Ads
7. Content Category Influences RSS Ad Performance; Niche Categories Yielding High Response Rates

And the Executive Summary:

As the RSS publishing and advertising marketplace evolves, it is important to monitor the indicators such as click-through rates, which are normalizing; RSS ad performance, which remains strong; and most importantly, how RSS consumers are interacting with feed content.

Advertisers and publishers need to engage the RSS consumer at the aggregator or feed reader level. That’s where the relationship is — not at the website. Hoping for a click-through by publishing summary feed content is not a viable content monetization strategy in an RSS-enabled publishing model. This is good news for publishers who are evaluating opportunities for RSS feed advertising, and good news for advertisers seeking to reach information consumers in this growing channel.