InPowered Stories, the blog article advertising platform, has just become a company in its own right. The move sees the blog network NetShelter – who originally hosted the concept – changing to be a subsiduary of InPowered Stories.
In a move that will excite the interest of advertising sales managers and business development managers, InPowered seems geared to fill the gaps in earned media advertising in a way that bears some similarity to Google’s approach to addressing gaps in in search advertising. And with internet advertising revenues topping $17 billion it is clear that getting it right is important for advertisers and platform providers alike. According to NetShelter cofounder, Peyman Nilforoush, “The whole idea was that the earned advertising thing is working well making advertising as seamless as creating a search campaign for a brand.”
In the original model, InPowered ads were confined to NetShelter sites only. This meant that forward thinking tech companies could find a review on a site such as Phandroid.com then pay to have that article promoted to people digesting content on NetShelter sites. Those restrictions appear to be coming off now though, as InPowered is forging ahead with a policy of connecting with other ad exchanges in order to enable the running of IAB standard ads outside of NetShelter’s standard network.
This in itself represents a major step forward in terms of generating wide-channel exposure for advertisers, but InPowered have also added an auto option that opens up a world of other content beyond NetShelter’s immediate confines. With this addition to the portfolio, brands have the facility to enter information with a strong connection to their products and services. The tech then generates a report on the hottest trending stories from RSS feeds and Twitter campaigns, giving an instant snapshot of where the smart money should be in promoting products.
InPowered are using tried and tested models, with advertisers footing a $5 charge every time punters click on through to and load up an article in its entirety. As an extra incentive, advertisers are also able to go social and hook up their Facebook and Twitter accounts to the platform and publish the articles, opening up a whole new range of possibilities for intelligent marketing. Perhaps most significantly, businesses using InPowered’s platform will be able to gauge brand popularity by analysing the number of impressions generated by an ad – all useful information for online advertising sales specialists everywhere.