AdKeeper – a new “key term”

The other day in class we presented our “key terms” that we were assigned in order to become familiar with words we will inevitably be using in the digital age.

Then, in our last class, we put many of those terms and concepts to the test when we examined how a profitable blog is run. What makes the blog successful – the ads or the content?

In this chicken or the egg dilemma, we definitely realized the value of advertising. It’s something that is essential for profit, but it must be effective. You don’t want to sell your soul (or journalistic integrity) by alienating your readers with pointless ads, but ads done well can provide a win-win for the business and the consumer.

That brings me to our new key word – AdKeeper. Scott Kurnit created this service from one of the most succesful business models of today – putting himself in the shoes of the customer.

Though ads are a necessary evil, one thing that makes them so annoying is their interference. In today’s issue of the Wall Street Journal, the new idea is explained as “bookmarks for banner ads or TiVo for advertisements.”

When we visit a website, we most likely aren’t there to go trolling for ads. Those ads tend to get in the way of what we’re actually there for. Perhaps if we saw an ad that looked interesting, but could save for later, that could prove more beneficial than just clicking on the x to get rid it. The new kind of ad would have a small k, in which we can click on to save it to a separate page and look at later.

Here’s how the revenue works, as outlined in the WSJ article:

The advertisers will be charged when viewers recall their ads in the ad-storage page called the “Keeper.” The advertisers will be charged roughly half of the rate they paid the publisher where the ad first appeared.

AdKeeper will provide the advertisers with aggregate data about the popularity-or “keepability” of their ads.

The company will also provide advertisers new metrics, such as data on which of their ads were “kept” the most and how frequently the ads were shared through the Keeper’s email, Facebook and Twitter’s sharing tool.

Kraft Foods and 20 other major companies have signed on for the new advertisement method, which plans to officially launch in January. Right now it’s in the testing phases.

I think this is a great idea, considering the latest statistics of the decline of ad display ad usage.

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8 Responses to AdKeeper – a new “key term”

  1. Steve Buttry says:

    This relates to entrepreneurial journalism in several important ways: It starts with the recognition that advertising is content (one reason Sunday newspaper circulation is higher than weekdays is that people buy it specifically for the advertising inserts). This also is an excellent example of an entrepreneurial product. Also, the entrepreneur can’t do everything, so you need to identify vendors such as AdKeeper that will provide key services and let you focus on what you do best.

  2. Steve Buttry says:

    I’m a little unclear as to who is AdKeeper’s customer: Does the advertiser place AdKeeper on its ads (sounds that way, with the Kraft mention)? Or could a site decide to use AdKeeper on all the ads on its site? Or both?

  3. Pingback: Feel free to use supporting media in your blog posts | Georgetown Entrepreneurial Journalism

  4. Steve Buttry says:

    Note that I have done a separate blog post, embedding a video about AdKeeper, and suggesting that class members use similar embeddable media (such as slideshows and videos) in posts where appropriate: http://bit.ly/a5ogOl

  5. Delece says:

    How did you hear about this, Jess? AdKeeper sounds like a very cool idea. My one concern is that it is built around the concept that people actually like looking at ads — so much so that they’ll want to look at them when they are not reading or looking at web news. I find this hard to believe, unless the ad were attached to a coupon. When people have an opportunity to save money, they may be more inclined to save ads for later.

  6. Yauthary Keo says:

    Thanks Jessica for introducing us to the definition of a new key term, AdKeeper. Advertisers can now measure the effectiveness of ads placement, link with relevant content that would bring unique visitors. Content writers may now discover that their prose will be used as a launching pad for ads.

    For bloggers and journalists the question is, does AdKeeper increase SEO?

    As advertisers maximize exposure and track page views, there’s another algorithm recently developed by Philly.com, who promises more detail about brand loyalty, recent view, length of time among things on a web site. it has also received a large discussion regarding this new metric.

    A critic of the new algorithm Lois Beckett in AllThingsD.com/ said: “paying attention to the engagement rates for each category…tracking site visits with this level of specificity is time-consuming.” This article by Ms. Beckett and the responses that follow illustrates two school of thoughts. There are those who favor linear definition, “revenue per unique visitor,” against those seeking a more sophisticated model.

    Your raised an important question about what makes blogs successful, is it the ads or the content that engage the audience? This point again is illustrated by debates in various newsrooms.

    As the question continues to polarize publisher and content strategists, this is, of course, a recap on our class’ discussions a few weeks ago.

    For journalists and bloggers, readers’ engagement to a particular web site is still gliding on social media. Public discussions in social media platform is another part of our equation. Tools in Social media could also generate a surge to a new height of in page views. We may take note that AdKeeper and other tool similar to it may serve a particular niche. They would not increase STR or page view? Or do they?

  7. doneliya says:

    Jessica, I really like the idea of AdKeeper. It’s a new way to engage advertisers and consumers. Most people ignore online advertising because they don’t have time to review the ad at the moment. But saving ads and reviewing them later could increase advertisers’ profit and bring value to consumers. For example, if I see an ad that interests me, but I don’t have time or I don’t need the product/service advertised at the moment, I could save the ad and review it on my own time later. This could save me time and money and at the same time bring profit to the advertiser.

    Also, keeping ads seems very easy so you can continue with your initial online purpose. I can create my own archive of online ads just by saving ads with one click. Then, I can sort, share, review, or print the ad at my convenient time.

    Since the advertiser will be placing AdKeeper on its ads, I am wondering if this will increase the final price of the product offered, or whether it’s costly to place AdKeeper on ads. I wonder if AdKeeper could turn to be just an additional layer of customer/advertiser involvement that will increase the price of the product or decrease profit for advertisers.

    Also, I wonder if AdKeeper will have some type of restrictions on the content of ads AdKeeper customers (advertisers) place. In other words, is Adkeeper going to review the content of every ad and determine whether it’s valid and reasonable advertising, before putting its name on the ads?

  8. Jaclyn Kurin says:

    My friend Carlos Quiroz writes three blogs:
    Peruanista is a bilingual blog about Peru and Peruvians around the world. Quiroz also discusses the U.S. influence on Latin America matters.
    Two Spirits One is a blog about LGBT issues and equality. Quiroz shares his personal experiences and explains why some Indigenous people believe LGBT to be Two Spirit people.
    CarLOS in DC is a personal blog of a migrant living in the United States. Quiroz writes and creates videos about his experiences living in D.C and issues in the Latino community.
    Quiroz considers himself a social activist and says he’s not in this for the money. However, in the future he is open to looking into opportunities for monetization so long as they don’t cheapen or corrupt the message or intention of his websites. He can always apply for a grant but that takes a lot of time and there is little guarantee he’ll be awarded the prize. Quiroz says he has tried Google AdSense in the past but gave it up because he made so little money and it was not worth it. It would be nice if this labor of love could also serve as an additional source of revenue for Quiroz. Maybe he’s far from an AdKeeper, but I think it’s a good idea in the future.

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