WebProNews

The blog network will enhance its advertising products by moving its analytics product out of beta testing; one finding of the beta test was the optimum number of words for an ad.

RSS ad networks have become the new hot item, but being able to effectively measure them should broaden their appeal to businesses. Pheedo will match RSS competitor Feedburner today as it makes an analytics product available, MediaPost reported.

As part of the six month beta test, Pheedo experimented with ad length. Company founder Bill Flitter discussed those findings in the article:

One finding to come out of the testing is that RSS ads between 200 and 250 characters appear to be more effective than either shorter or longer ads. When ads are smaller, Flitter said, they don't provide enough information; more characters, and they detract from the editorial content.
One finding that could find its way into many feeds was the higher click-through rate for stand-alone ads. Advertising is usually part of the content of feeds, and while some publishers may fear a backlash from stand-alone ads, many more will take a chance at the higher click-through rates and try them out.

RSS providers using the Pheedo analytics can see the same sort of measurements long available to email campaigns. Pheedo's service measures open and click-through rates of articles and ads in RSS feeds.

David Utter is a staff writer for WebProNews covering technology and business. Email him here.