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New Podcast Advertising Network Includes BBC

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  • Jesse Thorn
    http://www.billboardradiomonitor.com/radiomonitor/news/business/sales_marketing/article_display.jsp?vnu_content_id=1002034068 CC & BBC Invest In Podbridge Feb.
    Message 1 of 1 , Feb 16, 2006
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      CC & BBC Invest In Podbridge
      Feb. 16, 2006
      By Katy Bachman, Mediaweek

      SOURCE: Mediaweek.com

      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
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