We recently wrote about OneRiot’s foray into the advertising world, RiotWise, which places content in an emphasized position in their realtime feed. Because people are becoming more and more interested in realtime search and getting access to information that is going on right now, OneRiot believes in the strong potential of serving relevant ads beside results. Today, the realtime search engine is launching RiotWise Trending Ads, a stream of ads that correspond to trending topics as they emerge across the social web.
RiotWise will match trending topics with display ads that are highly relevant to the same topics within an application such as a Twitter client or iPhone app. OneRiot says the “realtime relevance” results in a higher click through rate on the ads. The system is enabled by OneRiot’s realtime search technology and PulseRank relevancy algorithm.
OneRiot says the Trending Ads offering is a perfect fit for monetizing social web applications such as Twitter apps, IM clients and iPhone apps. The third-party Twitter client option makes particular sense considering how many of these clients incorporate trending topics as a feature within their apps. OneRiot will share advertiser revenue with the application developer. OneRiot has already signed up an IM application developer, Digsby, to feature Trending ads on its application.
RiotWise Trending Ads are available via OneRiot’s API, as well as a new Mobile Ad Unit. OneRiot syndicates its search results and realtime advertising across a partner network of over 90 applications, websites and search engines that are utilizing the OneRiot Realtime Search API, including Yahoo and Microsoft.
We’re bullish on RiotWise’s ad platform in general and this new offering seems like a compelling product as well. Trending Ads could be a useful way for third-party Twitter and other realtime apps to advertise contextually relevant and dynamic content. As long as OneRiot produces quality advertising content, the new ad format may work.