Tag Archives: downloads

Is a New Podcasting Industry Association Needed Again?

By Rob Greenlee, VP of Podcaster Relations, Voxnest.com

You might be asking a simple question of Why? Yes again, we have been here before and it was called the Association of Downloadable Media (ADM).  It was a grassroots started organization formed by some of the larger players in the podcasting space back in 2008.

Now ten years later and much maturity in the market has occurred, but most new people to podcasting will not have known this history.  It is also true that it does not matter now much what happened in the past, but what we do now going forward.  I agree with that thought, but some lessons can be learned from that experience to make an organization work this time.

The ADM was mostly a failure by most measures with group in fighting and backroom closed door communications in efforts to control the efforts of the group, but some good came out of it and we did set some very basic measurement standards that has carried the overall podcasting industry till the more recent efforts by the IAB Podcast Metrics Working Group to establish v.1 and more recently IAB v.2 Podcast Metrics Standards.

The thought is to create and industry group that can collaborate to create more standards in the industry around advertising formats, best practices around dynamic ad insertion and programmatic ad buying.   The large brands and agencies need some whitepapers with examples of successful advertising campaigns.

As we see host/talent read ad spots converge more with programmatic buying platforms we will see revenue grow in the podcasting medium.

Clearly we also need to keep working on audio playing client side metrics to realize the complete picture of listening from downloaded podcast audio files.

This new unnamed podcast industry association would enable everyone to come together around growing the listening side of the podcasting industry with the potential of co-op online and offline marketing and promotion.

I have a proposed name for the new association and that might be “Professional Podcast Association” (PPA) or “Global Podcast Association” (GPA).  Please reach out and let me know if you have any other ideas about this proposal – rob at robgreenlee dotcom.

Why Podcasters and Listeners Should Care About Dynamic Ad Insertion?

Simply put “Dynamically Inserted Advertising” puts audio ads in podcast episode downloads and it stays there for a certain amount of time and then it stops being inserted when it’s reached a certain number of purchased impressions via downloads and plays.

“But one must be hyper-cautious of annoying audiences with bad ads and too many ads with this technology. The tech is not so much the issue, but how it is used.”

Ideally, all ads in podcasts should be read by the podcast host, an approach that can work with dynamic ad insertion.

One needs to be careful to make sure the listener experience isn’t degraded at all from this ad delivery method. One must be mindful of where the ad break is placed inside or at the beginning of the content. One also needs to be mindful that using music fades around dynamic ads must be thought through.

Some may run dynamic ad insertion with more traditional radio ad type spots with the big brand advertisers and those may not be as well received by listeners. But, if talent read ads are done correctly they would not disrupt the long-standing host read experience listeners to podcasts have become accustomed to. No listener would know we’re using ad insertion to deliver a host read or regular old 15 or 30 sec radio spot because it sounds the same as our other ads they are used to hearing.

“Given all the warnings, dynamic ad insertion is rapidly becoming the de facto way of doing business in the Podcasting space, but some media buyers are resisting the shift from baked in live host read ads.”

Reality is that there will be a flood of inventory in the space and the CPM rates will likely plummet unless we see more ad targeting in podcasting as a buffer to keep CPM’s up.

Dynamic Ad Insertion and Programmatic type ad marketplaces and buying bring risk of commodification of ad impressions in downloads.

Forward-looking podcasters will figure out what their premium content offering products will be to offset these drops in CPM or ad revenue. Podcasters need to diversify by combining audio with video and click-through ads is part of the solution, but some will be able to sell subscriptions, live performance tickets and other products that add value to their listeners.

This growing form of advertising in podcasts will impact listeners and content creators in a positive or negative way depending on how it is implemented.

Keep an ear out for it and time will tell if it turns out positive or negative.

Listen to “SLS105: Podcast Discovery and Ad Insertion” on Spreaker.

Podcasting Metrics Debate moves to War of Words with Public Radio

Some podcasting platform players are getting all upset with many large Public Radio groups putting out Podcasting Measurement Specs that give the impression to some that they are declaring war on the long established podcasting space.

“I don’t entirely agree they are “Declaring War on Podcasting Space“.

We just need to agreed on podcasting metric standard fast via IAB Podcast Working Group or this type of stuff will keep happening out of frustration.

“No one can own this podcasting standard.”

They did put it out public and, whether right or wrong, it is a reality that many in the podcasting space do not see consistency in metrics in the podcasting space.

“This public radio doc is a symptom of the problem and not the problem.”

We all know what needs to happen (RadioInk) to avoid this and keep it out of the press. Declaring it a war just brings more negative attention to the problem that does exists that is being referred to as the “Wild West”.

Here are my thoughts on the above topic with the help of Elsie and Jessica of ShePodcasts.com