The Scarlett PodNetwork Launches
With all the hype about punting one billion bucks for a dashboard into radio stations, I still don't think anyone has figured out the layer between the advertiser and 15,000 podcasters (growing daily of course) Not to mention no-one's solved how to substitute the click of an audio ad or track ad performance to the level where podcasting can be shown as more effective than radio, search ads, and any other media from billboards on websites or real highways. Which is the tipping point. But, that's cool. It's a very young industry, blagh.
What worries me about the Podtracks and Kliptronic, who are launching their podcast ad networks is they seem to be pushing the "Network" brand (or lack of it) rather than their individual shows and the podcasters themselves which are very human people. Looks like ValueClick to me. Who really are these faceless companies ? (Chemda from Keith and the Girl had to shoplift yesterday due to lack of revenue to date from Podtrac et al) Sometimes the quote and press release isn't what's needed, or even the technology, it's hands on working with advertiser by advertiser, podcast by podcast, building up a body of results using different experiments (professionally produced ads, user produced ads, podcast created ads, competitions, post-tracking tools etc)
There also needs to be the right combination of using yesterday's best practice so advertisers are comfortable about trialling the new stuff, which if successful will lead them to shift funds into online audio. (does this story sound familiar at all ala search and display ads) At the moment, advertising by the new networks (kliptronic, podtrac) is being sold like radio 1985 style. "Enter Podtrac. We provide an easy way to identify podcast ad opportunities that precisely match your target demographic. Then we help you purchase and place ads in those podcasts. It's the complete podcast advertising and sponsorship service you've been waiting for." (ick vomit)
Kliptronic were also smart to do a distribution deal with Libsyn ("Kiptronic struck a deal with podcast distribution company Liberated Syndication, which hosts and distributes more than 2,600 podcasts.") However, this doesnt mean podcasters with Libsyn (like Keith and Girl) have to use them. I'm sure it will make it easier to automate audio insertion and track results for those podcasts though. Podcasters and Advertisers need to be able to use some type of ad exchange, ala adbrite.com; Advertisers could use a credit card to buy "spots" with a credit card, and the podcaster would receive majority of this revenue. Podcasters could approve the advertisers (and creative ideally) they wanted. (which would need to happen before the credit card stage I guess - which could mean there is some type of bidding, auction, approval process)
And there needs to be a Podcasting Advertising Bureau (ala IAB), because research solely by network, will not tell the whole podcasting story. Podcasting's too distributed to just sample Podshow or Itunes or Podtrack and Kliptronic and say that is representative. The IAB already learnt this. Its the same kind of faults as the alexa sample, but far worse. It's like saying ValueClick users are representative of all podcasting listeners. In fact many of the problems that advertising networks in the mid/late 90's had, is what will happen to these podcasting ad' networks if common sense doesn't prevail. Lets just hope Chemda doesnt have to shoplift anymore. I think I'll send a standard.ppt Ad Sales document to Keith et Girl, who can insert their audience numbers/ad spots, and Keith can knock down Madison Avenue doors, and if 1996 is any example, which is probably where podcasting is, best to go direct to client, who will then get agency involved and "make it happen". It's gotta be better than killing mouses and stealing stuff.
Clickz : "Advertisers need predictability to plan their media costs, and podcasters need predictability on the revenue side," McCrery said. "Both Podtrac's individual podcast advertising buys and podcast advertising auction will assist the market in determining the ad rates for podcasting, which is a market barrier to date, because podcasters and advertisers can not plan advertising, revenues, or expenses without rates."
What worries me about the Podtracks and Kliptronic, who are launching their podcast ad networks is they seem to be pushing the "Network" brand (or lack of it) rather than their individual shows and the podcasters themselves which are very human people. Looks like ValueClick to me. Who really are these faceless companies ? (Chemda from Keith and the Girl had to shoplift yesterday due to lack of revenue to date from Podtrac et al) Sometimes the quote and press release isn't what's needed, or even the technology, it's hands on working with advertiser by advertiser, podcast by podcast, building up a body of results using different experiments (professionally produced ads, user produced ads, podcast created ads, competitions, post-tracking tools etc)
There also needs to be the right combination of using yesterday's best practice so advertisers are comfortable about trialling the new stuff, which if successful will lead them to shift funds into online audio. (does this story sound familiar at all ala search and display ads) At the moment, advertising by the new networks (kliptronic, podtrac) is being sold like radio 1985 style. "Enter Podtrac. We provide an easy way to identify podcast ad opportunities that precisely match your target demographic. Then we help you purchase and place ads in those podcasts. It's the complete podcast advertising and sponsorship service you've been waiting for." (ick vomit)
Kliptronic were also smart to do a distribution deal with Libsyn ("Kiptronic struck a deal with podcast distribution company Liberated Syndication, which hosts and distributes more than 2,600 podcasts.") However, this doesnt mean podcasters with Libsyn (like Keith and Girl) have to use them. I'm sure it will make it easier to automate audio insertion and track results for those podcasts though. Podcasters and Advertisers need to be able to use some type of ad exchange, ala adbrite.com; Advertisers could use a credit card to buy "spots" with a credit card, and the podcaster would receive majority of this revenue. Podcasters could approve the advertisers (and creative ideally) they wanted. (which would need to happen before the credit card stage I guess - which could mean there is some type of bidding, auction, approval process)
And there needs to be a Podcasting Advertising Bureau (ala IAB), because research solely by network, will not tell the whole podcasting story. Podcasting's too distributed to just sample Podshow or Itunes or Podtrack and Kliptronic and say that is representative. The IAB already learnt this. Its the same kind of faults as the alexa sample, but far worse. It's like saying ValueClick users are representative of all podcasting listeners. In fact many of the problems that advertising networks in the mid/late 90's had, is what will happen to these podcasting ad' networks if common sense doesn't prevail. Lets just hope Chemda doesnt have to shoplift anymore. I think I'll send a standard.ppt Ad Sales document to Keith et Girl, who can insert their audience numbers/ad spots, and Keith can knock down Madison Avenue doors, and if 1996 is any example, which is probably where podcasting is, best to go direct to client, who will then get agency involved and "make it happen". It's gotta be better than killing mouses and stealing stuff.
Clickz : "Advertisers need predictability to plan their media costs, and podcasters need predictability on the revenue side," McCrery said. "Both Podtrac's individual podcast advertising buys and podcast advertising auction will assist the market in determining the ad rates for podcasting, which is a market barrier to date, because podcasters and advertisers can not plan advertising, revenues, or expenses without rates."
posted by redbarren at 11:11 AM
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