If you've spent any time listening to podcasts, most of them -- to use a word -- suck. There are loads of both pros and amateurs trying it...and very few really click. Sure, hearing the prank call highlights from your favorite radio morning show later can sometimes be entertaining. Time-shifting the NPR news or Al Franken's Air America Radio interviews can also be good. But hearing Bubba and Bubbette from Wisconsin talking about their Ozzy Osborne cheese sculpture doesn't exactly thrill.
Advertisers know there’s a huge market for this digital era, but finding good podcast programs and reaching their users is a bit of a problem. What exactly is good podcast programming? What's really popular? The problem is a lack of common standardization, where audience size, share, reach and frequency ratings "estimates" are accepted as reasonably accurate. Advertisers want to know -- with some degree of accountibility -- the $$$ spent reflect an expected amount of viewers and/or users. With so much still taking shape online -- and no guarantee that something popular right now with still be popular 6 months from now, media buyers and planners have a tough time scheduling their ad buys long-term. At best, ad buys are done quarterly and often monthly or less.
One emerging trend is podcasting -- still a relatively-new online and portable content option. It's only been around for less than 20 months and many traditional media platforms -- TV, radio, newspapers, magazines -- are finding this is an excellent potential "bridge" to get their analog content consumed in a digital world. Time, Newsweek, The New York Times, ABC, ClearChannel, CBS Radio and hundreds more are converting their articles or shows into audio and/or video podcasts. But are people actually viewing or listening to them?
So far, advertising $$$ are minimal, simply due to the lack of ratings measurement. However, some heavy weights are joining in the podcast wave, including Proctor & Gamble. Other than iTunes Music Store and going to specific favorite websites, is there a decent directory to find good podcasts? One that might attract advertisers?
Here's a new one to try for "the best of Podcasts". Located at EmergencyPodcastSystem.com, the beta site proudly states, “If it isn’t here, it’s crap.” Bold talk, but they’re backing it up with a 30-second spot which debuted this weekend on cable music network Fuse TV. How often do you see ads for podcasts? (never) And the site already has some strong advertisers including Starbucks, video game rentals company GameFly, American Idol Underground and more. Will this be the first ad-friendly podcast supersite?
posted by Chris Kennedy @ Sunday, April 02, 2006,