Mixx, a Digg-like site that lets users vote to push news stories and other bookmarked content to the home page, is experimenting with an innovative new advertising platform called Mixx Sifter. Frankly, and we’ve written this before with other Mixx features, this is something Digg should have done.
The idea is to get the Mixx community to give direct feedback on advertising. The better ads will get impressions – not based on how much is paid, but simply on how positive the feedback is from users. Last year we’d heard that Digg was thinking of doing something along these lines. Digg founder Kevin Rose refused to speculate on it, though, in a recent interview.
Here’s how Mixx Sifter works – an advertiser uploads five different ads, in virtually any format. Mixx then invites its power users (elite Mixx users who have spent hundreds of hours on the site) to review those ads, rate them and provide direct private feedback. The users get karma points and a chance to win a gift certificate or computer in return. The most popular ad unit is then run on the site.
The product is launching with advertiser LivingSocial, and Mixx CEO Chris McGill says Clorox is next up. Advertisers will pay up to $8,000 for the user review and ad run. For now ads are rotating weekly, but eventually this will be a daily product, says McGill, with a new advertiser every day.
Mixx is highlighting the value of the direct feedback to advertisers, which is certainly a selling point. But what interests me is the use of the community to drive good advertising forward. Google has long taken into account click through rates on text ads in determining placement (and profit maximization), but there are other ways to do this as well. Mixx is now trying one way. It will be fascinating to see if and how Digg responds.
How does Mixx constantly beat Digg on innovation but yet not grow in traffic? They are always at least two steps ahead with features. On top of it all, they do this with less VC money. How long can this secret trailblazing continue to be ignored by the masses?
Going back to the post earlier today… more features is not necessarily attractive to the user.
first mover advantage
ask friendfeed…
Digg has critical mass.
The promise of a return to actively engage in ads is always promising.. to take a few minutes out of my day to vote on a ad.. in return for a gc, or computer is acceptable. Yes we receive content when we go to ad supported sites… but definitely not the same.
This is GREAT.
I applaud them for taking a risk, but social media only works when the community *wants* to participate. I have a hard time believing that the community secretly wants to write advertising copy.
Often the prettiest ads aren’t always the most effective ads either. Advertising is one of those industries where common sense is no sense at all.
That’s why there is so much energy put into metrics capture and focus groups…because a lot of the real world buying behavior is non-intuitive.
I’m actually a member of the community and I think it’s a great idea. There are going to be prizes, and in general I like the idea of the site making money without spamming me with ads.
I think it’s a great idea. I don’t foresee participation being an issue. People are always willing to give their opinions, especially for GC’s and computers!
Mixx.com may be worth $2 billion. Long live web 2.0. No bubble. No recession in Silicon Valley. http://iamned.com/blog/ keep buying stocks
You need to spam more. I’m shocked that everything you comment on is worth $2bil.
Mixx is incredibly innovative and they just don’t stop. It is clear that the management is full of players who have won in the past.
If I may say:
That’s a good project and it might work.
However, a similar website doing exactly the same thing has been existing for the last two years already:
http://www.imagiin.com/en/
Awarded the RED HERRING 2008 as a one of the most promising EMEA companies, their only “problem” is to be Europe based with a lack of strategy for US.
Regards