White Label Widgets

A company called Burning Widgets has just launched a clever service that lets you slap your brand and site’s link on widgets that they supply.

Here’s how it works:

Burning Widgets has a stable of display / humor widgets available for sale for between $29 and $39.  Purchasing a widget allows you to drop your logo and link into the body of the widget, and gives you access to the .swf file, and a distribution license.

It’s up to you to distribute the widget via your site, social networking profiles, etc. – and widget directories such as Widgetbox and Widgipedia are off limits.

So if you do the math, if your purchased widget generates 5,000 or so pageviews over its lifetime, you are paying the equivalent of about a $6 CPM to spread the word about your service.  If your purchased widget generates 5M pageviews, you are looking at a very cost effective way to get your brand and link out there.

According to Burning Widgets’ founder, widget sales are brisk.

Somewhat surprisingly, this is the first white label widget play that I’ve seen, and I think the concept is sound as a potential alternative to CPM and CPC advertising.

In terms of execution, I’d like to see Burning Widgets really go for it.  Specifically:

• Widget selection and payment should be self serve (currently, you have to email them to get your widget)
• They should open up the service to a community of widget developers who would share in the revenue (the site hints that this might be in the plans).
• They should introduce profiles for widget developers where RFWs (Requests for Widgets) can be submitted, and widget portfolios can be browsed.
• Bidding / Auctions for widget exclusivity should be introduced.
• The cost structure should be CPM or CPC instead of flat fee.

Derek has more analysis at Widgets Lab.