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February 17, 2006
Podbridge: Podcasting Metrics Please
My podcast series on the business of podcasting makes it clear to me that podcasters who want to sell ads still lack the most basic metrics. This is all early days, absolutely. And most podcasters--90% to 95%--won't make money. But there will be some money to be made here and an opportunity for companies who can help podcasters do that.
So, I was interested to hear about a new service from Podbridge. This is the latest startup to emerge built to help publishers and advertisers by providing tracking and ad insertion technology. What?? new is Podbrigde can help you track who is actually listening to podcasts (not just downloading them) and also if you??e interested, insert ads dynamically.
The trick is they require individuals to download a little bit of software that runs on their media player. This allows Podbridge to track listening habits. They also throw in a registration process to collect age, gender, and zip code. This might be a hurdle, although Podbridge says that so far, they have an 85% conversion rate.
But as far as I know, this is the most evolved service for tracking listening habits for podcasts.
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With all due respect, I doubt that podbridge are going to be successful in getting listeners to download some additional software unless there is a huge benefit to them.
To quote their website "The metrics advertisers demand, the revenue podcasters deserve" what they left out was... "what podcast listeners have no desire for".
Granted that metrics are a major issue for advertisors, but this is just plain nutty. "Yea I want to download software so that you can count me". This most likely is not going to happen unless there is some major value add to the podcast listeners for doing this.
New Media Technology is not measured the same way and advertisors need to understand this. Again, these are all growing pains of traditional advertisors trying to apply an ad measurement model where it does not quite fit...
My disclaimer is: I have been wrong before.
Posted by: Rodney Rumford at February 25, 2006 03:46 AM
It's worth a try. If the content is good enough the listeners shouldn't care.
Posted by: PJ Brunet at March 13, 2006 03:55 AM