Emerging Sponsorship - IMA
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Emerging Sponsorship - IMA

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Emerging Sponsorship - IMA Presentation Transcript

  • 1. Emerging Mediums for Sponsorship: Podcasts, Mobile, & Widgets View at: innonate.com/ima Nate Westheimer - http://innonate.com/ Technology Strategist National Public Media [email_address] CEO BricaBox.com [email_address]
  • 2. Podcasts
    • Content / Consumption
    • Enabling technology
    • Selling it
  • 3. Podcasts: Content & Consumption
    • Over 100,000 podcasts registered with iTunes
    • Pub Broadcasting: 140 podcasts from top 17 producers and local stations
  • 4. Podcasts: Content & Consumption The good news 1/3 of top 100 are from pubcasters:
  • 5. Podcasts: Content & Consumption
    • Tips:
    • Slice, dice & remix your feeds in categories and segments
    • Make available for in-browser consumption
    • Provide an “embed” code for viral distribution
    Great example:
  • 6. Podcasts: Advertising Technology Say goodbye to redirects and hard-coding. New technology (Kiptronic & VoloMedia) allows for easy server-side integrations. Dynamic ad and promo insertion supports seamless cross-platform distribution. BONUS: Better stats
  • 7. Podcasts: Advertising Process Podcasts still not major parts of adverting budgets. Sponsorship may be easier for local stations than CPM-based models.
  • 8. Podcasts: Advertising Budgets
  • 9. Mobile
    • Opportunities
    • Formats
    • Barriers
    • Notes on music & mobile
    • Notes on the iPhone
  • 10. Mobile: Advertising Opportunity (how much)
    • Still more talk than action
    • Strong growth expected, especially in local space
    • Location-based ads are the objective
  • 11. Mobile: Advertising Opportunity (how much) Say again? Data Source: eMarketer
  • 12. Mobile: Advertising Formats Branded: Contextual (CPC):
  • 13. Mobile: Advertising Formats SMS: Banner:
  • 14. Mobile: Advertising Opportunity (where) Mobile spending. Source: Strategy Analytics (Aug 2007)
  • 15. Mobile: Sponsorship Opportunity (how much)
    • Q1’07 -- $273 million transacted via Premium SMS!
    • American Idol captured $35 million
    Donations from Premium SMS could be big too… … but …
  • 16. Mobile: Barriers
    • Costs:
    • SMS short-code reg: $500 - $1,500 per month
    • 50% SMS transaction fee
    • ~1 - 5¢ / SMS to operate
    • WAP development is costly due to thousands of handsets with different specs
    • Most carriers still closed
  • 17. Mobile: …notes on the iPhone The iPhone is changing things: 28% of US smartphone market in less than a year (Canalys.com) 50X more mobile searches come from iPhones than any other OS (Google) Standards friendly (say goodbye to WAP) IMPORTANT: iPhone will lead trends in usability and standards
  • 18. Mobile: … notes on Music 75% Users don’t download directly to their device
  • 19. Widgets
    • Facebook
    • Blogs
    • Your Player
  • 20. Widgets: The Facebook Platform
    • Great opportunity to “engage and shepherd”:
    • Don’t just syndicate, develop natively
    • Profiles are personal: Great apps reveal something new about the person
    Best example:
  • 21. Widgets: Blogs
    • Widgets on blogs are a form of syndication
    • Cheap and easy to make using tools like WidgetBox
    • Advertising or sponsorship opportunity with branded widget
    Great example:
  • 22. Widgets: Your Player
    • Player should be embeddable as widget
    • Connect viewer/listener to related content
    • Good branding opportunity. Pre-roll advertising can be served from source file
    Best example:
  • 23. Flickr Attributions:
    • iPod/Podcast: http://www.flickr.com/photos/mtbjohn/354602950/
    • Cell phones everywhere: http://www.flickr.com/photos/ableman/1884813924/
    • No cell phones: http://www.flickr.com/photos/bip/420146134/
    • Widgets http://www.flickr.com/photos/ghoti/374938115/