As a comment to Federated Media’s post on display and conversational marketing, I wrote:

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That makes perfect sense:

audience + content + context

produces the greatest interest and opportunity for “conversation.”

37signals and its partners have also recognized the value of this approach with their “The Deck” ad network (http://decknetwork.net).

The Deck is all about putting the right advertisers with something relevant to say in the right environments with the best audience.

So, all of the basic elements for conversational marketing are in The Deck.

What’s interesting about what Federated Media is doing, IMHO (in addition to defining this kind of advertising in general), is it works with companies to think more actively and broadly about conversational marketing, and the Dice and Comcast approaches are a great example of that.

I love this approach.

But it also raises the question that if one has satisfied all of the basic requirements of a next-gen ad network - quality advertisers, ads, publishers, and audiences - then how much more engaging are these higher order, interactive conversations?

How much more value is generated for advertiser and audience, and what does it cost? Is there a way to personalize the conversation along the lines of Dice and Comcast in a way that scales?

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