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A New Ad Network for Podcasting: The Search for $$$
Podcasting is still a very new entertainment option. Podcast Alley -- one of the web top places to find and download podcasts -- lists almost 15,000 available podcasts. iTunes has a similar amount. According to Forrester Research, podcasting will see significant growth by 2010, reaching 12.3 million households, as portable player adoption climbs and broadband reaches 62 percent of households. Already, 42 million iPods have been sold and 29% of iPod users have downloaded podcasts, according to the Pew Internet and American Life Project.
Figuring out a new advertising value with podcasts is still a question not answered. One company is trying: Podbridge. According to their press release:"Podbridge... unveiled a new ad network aimed at turning the fast-growing podcasting phenomenon into a viable and profitable business. The new service... includes the unique ability to track the number of listens, place ads by demographic and location, rotate multiple ads, and manage campaign budgets. Podbridge is currently building a network of major media companies whose podcasts will utilize its technology. Podbridge has already secured partnerships with content providers such as BBC, Clear Channel radio stations KNEW and KQKE, Military.com, and Sports Byline USA."
Some media agency network will need to formed in order to create performance capability, including reach and effectivessness as well as airplay accountability. Ultimately, once a successful model is created, one of the bigger established agencies surely will scoop it up...
Read the entire Press Release here.
posted by Unknown @ Monday, February 20, 2006,
