eMetrics
Shows on the Go: Podcasting Metrics for Your Campaign
Susan Bratton Jeff Karnes
susan@personallifemedia.com jeff@volomedia.com
CEO, Personal Life Media, Inc. VP Marketing & Products, VoloMedia
Vice Chairman, Association for Advisor, Association for
Downloadable Media Downloadable Media

Portable Media to Grow 150% by 2011
Driven by three factors
• Demand for greater control of
media consumption (e.g. time and
place shifting)
• Dramatic increase in Internet-
based video consumption
• Device proliferation
2

Dramatic Audience Growth
• Over 215m people downloaded a podcast in Internet Users Downloading Podcasts
2008 (Universal McCann) 60%
50%
• US Podcast audience reached 18.5m in 2007, 40%
and will increase by 251% to 65m in 2012
(eMarketer) 30% U.S.
20% Global
• US Internet users who downloaded a podcasts 10%
more than doubled from 2007 to 2008 going 0%
from 14% to 30% respectively (eMarketer, Universal
McCann) 2006 2007 2008
Created social
network profile
(272M)
“Fast forward to 2009. Podcasting has now evolved into a broader
medium with mainstream trappings. The vast majority of the top-rated
podcasts come from recognizable media entities that are using the Downloaded
format to broaden their existing radio,TV, cable or satellite audiences.”
– Paul Verna, eMarketer
video podcast
(215M)
3

Apple Dominates Portable Media
• Over 200M iTunes Players installed (Apple interviews; other estimates)
• iTunes commands 70% of downloadable media market (TDG)
• Apple ships 36-40M iPods per year with over 170M sold to-date (NPD)
• Apple has sold nearly 20M iPhones to-date (Apple)
• iPhone represents over 50% of Smartphone market (AdMob)
4
VoloMedia, Inc. – Proprietary & Confidential

5

Delivering Brand Impact
• Unaided brand awareness within
podcast was found to be
68%, compared with 21% for
streaming video and 10% for
television (TNS, Podtrac)
• Demographics of the Podcasting
Consumer (Arbitron & Edison Media
Research)
– 53% Men / 47% Women
– 41% 35-54 / 34% 18-34
– Well educated and more likely to
live in higher income households
6

Example Podcast Metrics
• Content • Targeting
– Download request – Demographic (e.g. age, gender)
– Partial download – Geographic
– Completed download – By-show
– User agent – By-vertical
• Consumption • Performance
– Play – Brand impact (survey)
– Engagement (e.g. share, post to – Action (e.g. visit website,
site) purchase product)
• Campaign
– Ad download
– Ad play

Association for Downloadable Media
• Valuable resource focused on the
monetization of episodic consumer-
downloaded content
• Advertising and sponsorship standards
• Measurement guidelines
http://www.downloadablemedia.org

Ad Program Examples

Personal Life Media

Sample Ad Programs
• Trusted ID
– http://personallifemedia.com/protect
– 15%
Discount, Blog, FB, Twitter, Giveaways, Advertorial, Interviews, Custom
Landing Page, Related Links, Banners
• Holosync Solution
– http://meditatefree.com
– Free Meditation Sampler CD, Blog, FB, Twitter, Interviews, Landing
Page, Related Links
• Lensbaby
– http://personallifemedia.com/lensbaby
– BOGO, Product Reviews, FB, Twitter, Contest, Interviews, Banners

Sample Ad Programs
• Audible
– http://audiblepodcast.com/dishymix
– $25 Bounty, Customized Host-Read Audio Ads, Landing
Page, Related Links, Banners, Custom URLs by Show
• AccuQuote
– Audio ads, Banners, Advertorials, 800#, Widget
• ICE.com
– 20% ACORN, ACTOR, Rev Share, Host-Read Ads, Contest
• Better Sex - The Sinclair Institute
– Custom Promo Codes by Show, “50% Off Nearly Any
Item”, SPECIAL

TrustedID Landing Page

Trusted ID Facebook Newsfeed

Lensbaby Review

AccuQuote Widget

MeditateFree Twitter

ICE.com The Diva Cast Promo