By Steve Outing
My latest Editor & Publisher Online column has been published: “Real-time, Relevant Ads Matched With Real-time News? What a Concept!.”
This is a really interesting topic, as we’re closing in on being able to match ads in real time contextually with news events as they quickly grow popular. I interview the CEO of OneRiot, a Boulder social-search company working on this model.
Right now, news happens fast, but ads that complement news can’t be efficiently added to accompany fast-breaking, going-viral news. Get the two in sync and you have the potential for effective, high-CPM ads sold in large quantities.
Example: Tornado rips through a Dallas neighborhood, resulting in a flood of traffic to local news website. Instead of showing all those Internet visitors cheap remnant ads, site utilizes technology to match the story with relevant ads, such as contractors, builders, window replacement providers, plumbers, insurance companies, home clean-up crews, disaster relief, hotels, etc.
This isn’t an easy problem to solve, because it will take advertisers a while to alter how they operate and provide feeds of ads that can be used to match news as it happens. And of course, not every breaking news event represents appropriate contextual ad opportunities. But this is coming, and I think it could be an important growth agent for online advertising for the news industry.
As a journalist trained way back in the 1970s, it’s amusing to compare how today the online the goal is to match content and editorial for financial gain. In my early days as a newspaper copy editor, part of my job was to make sure that didn’t happen — e.g., keep the United Airlines display ad off the page about the plane crash.