Live blogging Web 2.0 Advertising session

See the previous post for the beginning of the session coverage.

Mobilize your content so consumer can take your content "out with them." Rubel says there's an "attention crash" and you need to provide your viewer with few reasons to go to another site.

RSS feed ads have not worked. Rubel says he is reading 260 feeds and often on a mobile, and so he wants short feeds-- no click-throughs -- so don't put banner ads on RSS feeds.

RSS feeds of retailer sales shouldn't have to come from each retailer-- a media company can put the RSS feed out for the retailer. "Marketers are in love with data again," so the more data you can present, the more ads you may get.

In online, sponsors have to pay for new and flashy features. But this does shake the wall of church and state. Marketers only want "efficient reach" and it is just "math." Advertising support model on the Internet is increasingly using behavioral targeting and a "subterfuge" to trick consumers into marketing to them. Hostility by consumers because of this kind of trick ad might make consumers reject news content.

Rubel says privacy is a big issue, but may be different for different generations-- maybe young people don't care about privacy so much.

Macdonald refers to Google's paid search and how "relevance wins" so if the search worked better, then consumers like it. He says that transparency is essential -- be upfront how you are going to use info and market.

Rubel pointed out the failing in Amazon when you buy a gift-- you get marketed as if it is relevant to you.

Last remarks: video is good for marketers, but still isn't going to pull in big audiences. Look to distributed video. How can you make big piles of money from fragmented audiences. Still an open question if you can build a brand online? Google friend or foe? Friend to marketers.

Check out "Rocketboom" and their advertising. You are watching the content and they do a brief crawler at the beginning of the video.

The session wrapped up with noting "google gadget ads" and video are going into new kinds of ads.