So how do media buyers do their homework on the podcast medium? Now researchers have a new tool. Podtrac introduced a free online service that shows advertisers audience information for audio and video podcasts. They can detail demographics, size, and other characteristics.
Podtrac is a matchmaker, connecting 5,000 of the top podcasters to advertisers, including data for all [...]
An example of their podcast which informs viewers about … “the advantages of demand driven execution environment in a typical distribution center, and how to avoid the problems associated with a standard push order fulfillment operation.”
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What I wonder about, however, is why so few agencies and marketers are leaping in on this relatively easy format to concept and produce? And what is the next step for branded content as it becomes more interactive? What does podcasting 2.0 look like for brands?
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From the Department of Agriculture to the Consumer Product Safety Commission, federal agencies are using podcasts to dynamically share important information.
Whether its explaining how veterans can find sources of funding to start a business, or displaying the wonders of our vast universe in HD Video, agencies like the Small Business Administration and NASA are connecting with business owners, students, consumers, and many other interested parties through audio and video podcasts.
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Heineken has jumped on board the latest and the greatest new media channel – the podcast. A podcast is a lo-fi MP3 file created on a computer (or with any audio – video will soon follow – recording device for that matter) that can be subscribed to using RSS and easily and automatically transferred to your iPod or any other MP3 device. For its first podcast (to the right of the site), Heineken interviews Thirst Resident DJ Daniele Davoli.
For advertisers, this is a new and untapped medium. While early adopters are gleeful podcasts are commercial free, when everyone is carrying around their all-in-one digital device, podcasting is how they will receive media content and advertising – though hopefully in a format more interesting than the tired :60. More likely, entire podcast channels will be hosted and sponsored as a “service” to consumers as is this Heineken podcast.
(More from adrants.com)
“America’s Business with Mike Hambrick” is an hour-long podcast by the National Association of Manufacturers and the Radio America Network. “America’s Business” explores the issues and people who make America the world’s manufacturing leader. Hosted by broadcast veteran Mike Hambrick, the show features news, commentary and interviews with manufacturers, “the millions of people who make things.”
The Association of periOperative Registered Nurses, AORN now produces a series of podcasts to their members. The Perioperative News Minute is one of their offerings. This podcast lets members listen to the week’s news on your computer or through your iPod or other portable audio device. Some examples:
The Recommended Practice for Minimally Invasive surgery is up for public review and comment, as is the proposed Standards of Perioperative Nursing. Also in this episode, AORN and AAMI plan to respond to The Joint Commission’s recent update on steam sterilization. Hear these stories and more in this episode of the AORN Perioperative News Minute, your source for on-the-go-reports from the perioperative world. Download+
In Episode 2, A science podcaster discusses the power of podcasting to communicate with science and medical professionals.
Wizzard Media (NYSE Amex: WZE) reports a record 332 million dowbnload requests on their network vs. 287 million in the 3rd quarter of last year, and increase of 45 million.
With approximately 13 million monthly audience members on the Wizzard Media Network finding and subscribing to their favorite podcasts through iTunes, Management believes there is real opportunity for podcasters to monetize their show with the company’s proprietary Podcast Companion App.
“More people are consuming their favorite shows via the PC, iPod®, iPhone®, Blackberry® and other such devices. This is the future media distribution model and Wizzard Media is delivering it today which we feel is demonstrated by our network’s continued growth of publishers, content, audience and demand.” Chris Spencer, Wizzard Media CEO
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MADELEINE BRAND – I used to host a radio show on NPR called “Day to Day.” Whenever we did a story on parenting, the response was big. I thought, “Wow, this is really connecting with our listeners; wouldn’t it be great to do a whole show or series of podcasts on this topic?” But being a mom with a full-time job, I couldn’t really find the time.
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Podcasting – a definition
”… a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication.”
The mode of delivery is what differentiates podcasts from other ways of accessing media files over the Internet. RSS (most commonly translated as “Really Simple Syndication”) is a family of web feed formats used to publish frequently updated works—such as blog entries, podcasts, and video—in a standardized format. “Subscribers” click on the red symbol and add it to their list of items sent to “aggragators” – like Google and Yahoo – which collect them automatically.
If you have an iPod brand player plugged into your computer, podcasts can be automatically download to the device for playback on your walk or at the gym.
1 in 5 Americans have listened to a podcast.* Why?
. . . Because they get to choose to listen to exactly What they want. Where they want.
Businesses, experts, enthusiasts and organizations all use podcasting as a means to build relationships by bringing consumers, members and friends the information and entertainment they want.
2 main types:
External – General market and special interest consumers
Internal – Institutional audience with vested interest – employees, members.
From the American Dental Association to brand names like Johnson & Johnson
When consumers and members opt in to participating in regular communication, and information, they become engaged. Awareness and acceptence is the result.
Podcasts can achieve communication goals IF
If they are well designed, authentic and consistent.
The power of podcasting is in the conversation
A well conceived format and appropriate tone are vitally important to keeping the conversation on track. A podcast should allow for interaction. The listener should always feel a part of the process – regular referrences and ackowledgements of listeners.
True communication is two-way. Podcasts can include feedback from listeners. They call a dedicated answer line. Their recorded comments are included in the next prodcast. It’s important to protect your image. The tone and structure should be consistent and appropriate to the subject and message. A good podcast should lead the listener to a conclusion – enjoyment, respect, motivated, energized. The relationship with the listener may be varied and complex, but it should never be ambiguous.