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Emerging Sponsorship - IMA


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Emerging Sponsorship - IMA

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