New Podcast Advertising Network Includes BBC
CC & BBC Invest In Podbridge
Feb. 16, 2006
By Katy Bachman, Mediaweek
Looking to capitalize on the growing podcasting market, a new company
called Podbridge announced today (Feb. 16) the launch of its podcast
ad network. The new network allows advertisers to track, place and
manage ads based on demographic and playback measurement data. Initial
partners in the network include BBC, Clear Channel radio stations
KNEW-AM and KQKE-AM in San Francisco, Military.com, and Sports Byline,
USA, which has been beta-testing the service since Oct. 2005.
Podbridge also announced Ronning Lipset Radio would be Podbridge's
advertising representative, responsible for selling audio spots across
the Podbridge network.
In a short time, podcasting has become part of the new media lexicon.
According to Forrester Research, podcasting is expected to reach 12.3
million households. Already 42 million iPods have been sold with 29
percent of iPod users having downloaded podcasts.
Despite the growing phenomenon, advertising has been slower to
catch-on since a podcast buy requires evaluating thousands of
individual podcasts without reliable audience measures. Using an
opt-in model, Podbridge is able to use sophisticated software to track
actual listening (whether on the computer or on an iPod) and manage
the insertion of ads according to when a listener plays back the podcast.
"Advertisers have become increasingly interested in podcasting, but
until now there hasn't been a viable solution for them," said Andy
Lipset, co-founder of Ronning Lipset Radio. "With Podbridge's
pioneering technology, our clients will be given the tools and
information necessary to make strategic media-buying decisions and be
able to analyze the results."
Podbridge is one of a handful of companies to emerge in recent months
hoping to target the nascent podcast advertising market. In November,
Podtrac launched its ad network and measurement service, which tracks
podcast downloads. And last month, a San Fransico-based startup
company, Kiptronic, launched a new ad network which they claim will
allow podcasters to dynamically insert audio advertisements into
podcasts as they are downloaded