Tag Archives: metrics

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.

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