Mixx Sifter, an innovative new advertising platform is being developed by Mixx , a Digg-like site that lets users vote to push news stories and other bookmarked content to the home page, in order to get the Mixx community to give direct feedback on advertising.
TechCrunch has posted Mixx Sifter works like this: An advertiser uploads five different advertisements, 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 advertisements,, 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 being 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 advertisements are rotating weekly, but eventually this will be a daily product, 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, and it will be fascinating to see if and how Digg responds.
Read also
[...] CBS, an extraordinary advertising campaign that sells the supremacy of CBS Television’s airwaves, has been launched to strengthen the [...]