Virurl’s plans to revolutionize online advertising by ditching banner ads and engaging consumers through lively and amusing content just got another significant step closer, thanks to the launch of a new “RSS Ads” feature.
The Santa Monica-based startup says that the new facility will enable publishers to promote videos and articles much more easily through its platform. Essentially, RSS Ad refashions articles into ads. As soon as a new article arrives in a publisher’s RSS feed, the feature sets about automatically refiguring it as an ad, whereupon, as the company’s name suggests, it “goes viral”. In other words, it gets promoted via the content widget appearing on all of Virurl’s partner sites, and Virurl’s paid social influencers (who gain their remuneration by sharing Virurl content) will also disseminate it.
Boosting those clickthroughs
Francisco Diaz-Mitoma, the startup’s co-founder said that his firm’s new feature lets the creative talent at online advertising agencies – copywriters and art directors notably – to “stay focused on what they do best — creating valuable content.”
RSS Ads will, Virurl confidently asserts, increase clickthrough rates by enabling publishers to promote more content. And given that, since its 2011 launch, Virurl has been chosen to disseminate 4 million stories (3 million of which took place in the last half year alone), accumulating a growing tally of partner sites and social influencers in the process, that translates into an awful lot of clickthroughs, potentially.
But what’s so different about Virurl in the content-to-ad space?
Virurl has attracted an impressive list of publishers who now use it to promote their content. Names include StyleCaster, Funny or Die, VICE and Sports Illustrated. But hard-nosed account managers may be wondering what sets Viurl apart in an increasingly crowded marketplace – it’s by no means the only agency promising to transmute content into ads. OneSpot joined the growing content-to-ad crowd just this month.
Diaz-Mitoma believes that Virurl’s unique selling point is that its ad units are so completely customizable. He said:
“Virurl’s tools coupled with our high quality content network allows our publishers and advertisers to get as close as possible to the ‘native advertising’ unicorn.”
Clearly, he’s getting something right: Virurl raised an impressive $1.2 million in seed funding in 2012.