Podcasting Metrics and Sponsorship Ideas

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    Podcasting Metrics and Sponsorship Ideas - Presentation Transcript

    1. 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
    2. 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
    3. 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
    4. 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. 5
    6. 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
    7. 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
    8. 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
    9. Ad Program Examples
    10. Personal Life Media
    11. 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
    12. 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
    13. TrustedID Landing Page
    14. Trusted ID Facebook Newsfeed
    15. Lensbaby Review
    16. AccuQuote Widget
    17. MeditateFree Twitter
    18. ICE.com The Diva Cast Promo

    + Susan BrattonSusan Bratton, 6 months ago

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