eMetrics
Shows on the Go: Podcasting Metrics for Your Campaign




         Susan Bratton                          Jeff Ka...
Portable Media to Grow 150% by 2011

Driven by three factors
    •   Demand for greater control of
        media consumpti...
Dramatic Audience Growth
•      Over 215m people downloaded a podcast in                                 Internet Users Do...
Apple Dominates Portable Media
•   Over 200M iTunes Players installed (Apple interviews; other estimates)

•   iTunes comm...
5
Delivering Brand Impact

• Unaided brand awareness within
  podcast was found to be
  68%, compared with 21% for
  streami...
Example Podcast Metrics
• Content                              • Targeting
   –   Download request                   –   D...
Association for Downloadable Media

• Valuable resource focused on the
  monetization of episodic consumer-
  downloaded c...
Ad Program Examples
Personal Life Media
Sample Ad Programs
• Trusted ID
   – http://personallifemedia.com/protect
   – 15%
     Discount, Blog, FB, Twitter, Givea...
Sample Ad Programs
• Audible
   – http://audiblepodcast.com/dishymix
   – $25 Bounty, Customized Host-Read Audio Ads, Land...
TrustedID Landing Page
Trusted ID Facebook Newsfeed
Lensbaby Review
AccuQuote Widget
MeditateFree Twitter
ICE.com The Diva Cast Promo
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Podcasting Metrics and Sponsorship Ideas

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This is an overview of current podcast industry metrics and a showcase of unique advertising and sponsorship programs for podcasts.

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Podcasting Metrics and Sponsorship Ideas

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

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