| |
What more could an advertiser want, a medium with a large highly targeted captive audience with seemingly very accurate viewer and listener data. But why aren’t advertisers flocking to podcasting like they do to so many other new mediums. Podcasters who attract weekly audiences numbering in the tens of thousands still struggle to find advertisers or sponsors if they are not affiliated with large media companies.
 The common complaint by many advertisers has been that there is no way to really know if their advertisement has been seen or heard, and they also want the ability to swap out old advertisements from shows once the ads have run their course. To ad to the difficulties, podcasts are as unpredictable in content as they are in length, and the content creators range from seasoned pros to outright amateurs.
To help address some of these issues, over 15 companies including Apple, NPR, and Feedburner have come together to form the Association of Downloadable Media. The ADM comes complete with mission statement and yearly membership fees.
The ADM’s key objectives are:
- To support the momentum around advertising and sponsorship of audio and video podcasting to create revenue for all groups in the ADM constituency.
- To establish terminology, standards, guidelines and best-practices that make downloadable content easy to justify, buy, scale and measure both in advertising efficacy and audience metrics.
- To support and provide a network through which the industry can share knowledge and educate advertisers, agencies, press and analysts as well as content producers and distributors in understanding the unique attributes and value of portable media.
- To be an advocate for everyone from individual podcasters to major media companies who deliver content in a downloadable format across multiple platforms
If the ADM can help standardize podcast advertising and make it easier for podcasters large and small to monetize their podcasts through advertising and sponsorship, get ready to see a big spike in the now $80 million dollar a year industry.
Technorati Tags: podcating, advertising
Spread the word:      
If you like this post, then consider subscribing to our full feed RSS.
|
|
