.Tel Display Advertising Protocol

[OnSpec]

*

In an effort to profit from our .Tel investments, and with the input of fellow Telsters, I designed the TelCartel Protocol - a standardized set of display advertising guidelines that are simple, scalable, equally suitable for directories and personal and business sites.

Advertising Revenue Challenges

Telnic imposed technical limitations and traditional web-based hypertext linking methods create challenges in .Tel. Some companies are developing ‘click thru’ advertising systems whereby links embedded in .Tel sites, when clicked, take the end user to the advertised site. Unfortunately, early offerings can have long unsightly URL strings that clutter the site, improper placement of ad links, ad links that have unrelated connection to the domain and severe keyword overkill.

Is There a Better Way?

For many of us that don’t have the time, money and technical expertise to design software solutions, we have to make the best use of the tools that come packaged with all .Tel domains. I’m almost embarrassed to say that those tools have been there from the beginning and that I am only just now seeing them for what they are and the power they enable.

So What Are These Power Tools?

• Creative use of text, and;
• Select placement of contact links packaged with every .Tel domain

The TelCartel Protocol includes self-defined text strings, select placement of contact links, combinations of text and contact links and strategic use of keyword customized text (made possible with the http://promoting.tel Quick-update tool).

The concept is demonstrated on our first directory – http://condos.tel. Directories are prime candidates for widespread adoption and over time, potentially significant profit centers.

TelCartel Protocol (ver.1):

• Home page headers are designed to welcome the user and reinforce/ confirm the sites content. Header ‘tags’ are never placed on the home page
• Maximum of 20 directory links on the home page
• Maximum of 2 custom text units on the home page
• Maximum of 1 header tag in any sub-folder
• First 2 contact links in any sub-folder are reserved for the advertiser that purchased the header tag – ‘Tagteam’
• Maximum of 20 directory links (or 12 contact links in sub-folder 1 as req’d)
• Maximum of 12 contact links in sub-folder 2 (hierarchical pricing)
• Maximum of 3 contact links per person in sub-folder 1 (or 2 as req’d)
• Sub-folder 1 or 2 “own-the-page” exclusives are available on a select basis
• 3 or more sub-folders triggers reconfiguration (.Tel a/or Tel.com)
• Administrator review of all text prior to placement
• ad units shall be totally and contextually relevant to the domain or subfolder

Ad Units and Placement Rules

Header ‘tags’: Header tags are text strings positioned at the lower portion of header separated by at least 1 open line (new paragraph) from the introductory text above.

Directory links: are created by the Administrator in concert with the .Tel domain subject and target audience.

Contact links: are the native contact options (phone, web, email, fax etc.) available in the contact information section in the Telhost control panel.

Custom text units:

• includes a descriptor label and up to 255 characters of text
• positioned in the keyword section
• Telnic induced ad-hoc rotation

Here are 2 example sites, our display advertising and another provider’s click thru version. Be sure to test both of them on your computer and on your mobile phone.

Our site: Condo.tel example: http://condos.tel >> Toronto >>> downtown

NOT our site: Cosmeticdentist.tel: cosmeticdentist >> kims-cosmetic-dental-studio675-to-n-m-plastic-surgery764 >> lynn-duncan-permanent-cosmetic720

Profits from .Tel display advertising will only be realized if:

• Substantial traffic is generated and;
• Advertisers can measure and verify traffic statistics.

In order to be taken seriously as a bona fide advertising vehicle, the TelCartel Protocol must incorporate professional tracking and reporting systems. We’ll continue to test several products to find the one that best extrapolates information from .Tel domains.

Summary:

As part of the TelCartel Protocol, I created an advertising spreadsheet that describes the condos.tel site elements and the number of ad units available to be sold to advertisers broken down by page and sub-folder. If you’d like a copy hit me up at sercom at gmail dot com.

We are still very early in the game. Only time and mass end user uptake will dictate which systems work best and ultimately generate profits. It is my understanding that Telnic and others are looking at this as well. It would be great if they all dove-tailed into a best protocol solution (or variations) for all Telsters.

All questions, comments, constructive criticisms and rants and raves are invited.

[Acro]

All this malarkey would have been avoided, if TelNic had provided for a real TLD that allows for proper DNS hosting, even if they included a DNS layer to perform the portability functions they rave so much about.

.tel is a dead horse from the moment it went live, and even then it was in beta. ICANN should be ashamed for approving the launch of a eunuch TLD.

[OnSpec]

Originally Posted by Acro

All this malarkey would have been avoided, if TelNic had provided for a real TLD that allows for proper DNS hosting, even if they included a DNS layer to perform the portability functions they rave so much about.

.tel is a dead horse from the moment it went live, and even then it was in beta. ICANN should be ashamed for approving the launch of a eunuch TLD.

Hey Acro ol' buddy... ever the johnny-on-the-spot sentry for all things .tel. Good to see you again!

Psssstt.... pssst, Acro [shhhh, lowers voice to a whisper]. "I have it on good authority that the sluggoes over at Telnic have a thing or two in yon pipeline AND... there are even peeple smarter than us who are developing shome good stuff too. Keep it under your hat for now though. K, I gotta fly.]

I'm now officially on a personal mission to convert you into .Tels biggest supporter.

Cheers,

[Acro]

But that won't happen, because TelNic wants to "be different". I guess they are on the same mission Apple was - until they dropped the RISC CPU's for Intel x86 architecture, realizing compatibility is a smart move vs. playing games Dr. Bizarro style.

I have a handful of .tel domains, but to see a full page manual about .tel monetization is like using DOS to connect to the Internet. Sorry, fair is fair but .tel sucks.

[OnSpec]

Originally Posted by Acro

But that won't happen, because TelNic wants to "be different". I guess they are on the same mission Apple was - until they dropped the RISC CPU's for Intel x86 architecture, realizing compatibility is a smart move vs. playing games Dr. Bizarro style.

I have a handful of .tel domains, but to see a full page manual about .tel monetization is like using DOS to connect to the Internet. Sorry, fair is fair but .tel sucks.

Don't try to sweet talk me. See you at the wedding.

[FreakySteve]

Originally Posted by Acro

I have a handful of .tel domains... Sorry, fair is fair but .tel sucks.

This is an interesting contradiction coming from one of the more vocal .tel haters out there, but regardless, by that admission, you're one of the Telsters now

Let me know if you need any assistance with developing those .tels you have, I'd be happy to offer you some pointers

[hina]

Originally Posted by FreakySteve

Let me know if you need any assistance with developing those .tels you have, I'd be happy to offer you some pointers

AFAIK, .tel domains don't/can't have their own hosting (i.e. we cannot point them to our own server). What do you mean by "develop" ?

[FreakySteve]

Originally Posted by hina

AFAIK, .tel domains don't/can't have their own hosting (i.e. we cannot point them to our own server). What do you mean by "develop" ?

You are correct in that you can not point a .tel to a web host of your own.

You can however do many things with .tel directories, both on their own, and/or as a tie-in to sites based based in other TLDs.

Many examples of innovative .tel uses are popping up regularly now and more are on the way.

[Acro]

Please don't make any more misleading posts about .tel "development" when the .tel DNS layer strictly disallows it. If you consider bullet lists of textual links "development" then you must love working all day long in DOS.

[FreakySteve]

Fellow Telster Acro, you know as well as I that the term "development" has many meanings and it is certainly a term worthy of use when speaking about .tel. There is absolutely nothing misleading about what I have stated.

From Dictionary.com (although feel free to pick your language reference of choice, the meaning of the word is still the same):

de⋅vel⋅op
  [di-vel-uhp] Show IPA
–verb (used with object)
1. to bring out the capabilities or possibilities of; bring to a more advanced or effective state: to develop natural resources; to develop one's musical talent.
2. to cause to grow or expand: to develop one's muscles.
3. to elaborate or expand in detail: to develop a theory.
4. to bring into being or activity; generate; evolve.


I will also post a lengthy quote by Henri Hasseily from Telnic (this was posted at another board but I don't want to link to another domainer forum) It was in response to a similar claim about .tel "development" but is definitely applicable here:

I am somewhat disappointed (but was expecting it nonetheless) at your analysis of .tel domains, especially in regards to the perceived negative aspect of development restrictions on the .tel.

You are looking at .tel from the viewpoint of someone building a website where form and function are driven by the restrictions of http+html. You've been operating within them for so long that you've learned not to get close to the boundaries. Hence, you don't see them. Nevertheless, they exist.

Requesting a web page is costly in time and resources. So you work on mobile-optimised versions as well as regular "heavy" versions. Similarly, because creating a single page is hard work, you try to make as few pages as possible. For both reasons, you rely on search rather than navigation.
Making any kind of data-driven site means "dynamic" website, which entails scripting and database backend, and therefore expertise in both (or passing knowledge, which results in a very average user experience).
And let's not discuss multi-dimensional visualization, which automatically means Flash, Java or some kind of 3D language.
and you can only convey text, not language inflexions. Well you can add an audio file, but that's pretty horrible. Then again you can switch to a podcast which is nothing like a web page. You can't even write the text you want, you're stuck with standard fonts. Which is partly why comic book artists scan their strips.

Now let's get to the subject at hand, .tel. With .tel, the form is set. You have two choices: fight it or be happy that you don't have to worry about it. If you're in the first camp, no problem, get any other TLD. If you're in the second camp, then we can start talking about the benefits of the form being set, and ultimately about the nature of .tel.

Which brings me to the real question that's at the root of the discussion: what are .tel domain builders?

The answer is really simple : Data architects. Librarians. Navigation interface designers. In more mathematical terms, graph creators.

Telsters aren't showcasing their HTML-fu, they're showcasing their graph building knowledge.
Yes, the current overwhelming majority of .tel domains contains very simple graphs, but that is why showcasing .tels is so important: learn from your peers. I don't think anyone on this forum is a librarian by training (please do correct me if I'm wrong!), but they're clearly eager to learn.

Beyond small business owners quickly understanding the value of owning a .tel filled with their contact info, a domainer who wants to build value in a .tel will view it as an incredibly easy-to-use, fast and efficient data source for contact and short textual info.

Think about building mobile apps where the only necessary data source is the DNS. That is of course what the iPhone app Superbook is about, or the TelProxy web application. But you could as well have a navigable compendium of all plant species in the Amazonian Forest, with web link cross references, image links to flickr photo albums, or IRC pointers to live discussions on how to best extract sap from a rubber tree. Without ever writing a single line of code.

Thanks for reading,
Henri

If you would like some examples of how .tel is being developed, feel free to ask, there are plenty of examples I can post.

If you're too proud to ask for pointers that's okay, feel free to PM me, your secret will be safe.

[Acro]

Please no more jokes. I am a web developer, not a DNS hacker. .tel is an overly glorified contact billet, the first TLD ever allowed to go live while still in beta. It's a disgrace ICANN allowed this, perhaps $omething el$e occurred behind closed doors.

I know how to use a lexicon. To state that .tel can be developed is an insult to all developers. If you want to play as a hobbyist hacker, tweaking your .tel folders ad nauseum per Mr. Henri's twisted definition of "development" then be my guest.

.tel sucks.

[meganerd]

Originally Posted by Acro

To see a full page manual about .tel monetization is like using DOS to connect to the Internet. Sorry, fair is fair but .tel sucks.

Originally Posted by Acro

If you consider bullet lists of textual links "development...

That pretty much sums it up. But you can put a logo on the page, too.

Sorry, FreakySteve. But .tel rewinds us back to the 1990's. There is nothing .tel can do that any other extension can't do 100x better. Why not .mobi? If resources are an argument...resources are "cheap" nowadays. The audience .tel is marketing to are people like Myspace.... Please...we barely have them used to .com

* The technology used on .tel to secure records are untested. Which leaves a possibility your records could eventually be leaked.
* The TelHosting platform is written in Java and requires no "accreditation" for ICANN accredited registrars.
* Telnic describes .tel as "a service...." under their FAQ titled; "What is .tel". Concern: Why not "domain extension"? Is this indeed a service disgusted as a domain extension? (see screenshot)

Taken from this page...

[ftaylor]

It has been a while since I was on these forums, and I saw this .tel thread, wondering whether Acro would be the first to reply!

[FreakySteve]

The same-ol', same-ol' from you .tel hater types. The points posted are old and tired.



I'll go have a Redbull to wake me up a little and maybe that will give you all some time to come up with some newer, more interesting arguments for your side.

[Acro]

The points posted are current and valid; unlike your willingness to open your eyes and see the truth.