Podcasters Unite to Figure Out a Role for Ads
About 15 companies, including Apple and NPR, announced last week the formation of a new industry group, the Association for Downloadable Media, that will help executives improve methods for creating, distributing and tracking advertisements in podcasts.
Susan Bratton, who helped form the Association for Downloadable Media, said her experience as the chief executive of Personal Life Media, which produces audio podcasts on a range of subjects, helped convince her that more industry cooperation was needed to make podcasting a viable business.
Among other things, Ms. Bratton said that technology companies, marketers and publishers need to agree on standard methods for packaging and delivering advertisements, and tracking the number of times an advertisement is heard. Also, there is no consensus on how best to design an advertisement within a podcast. As a result, marketers, advertising agencies and publishers cannot efficiently implement big campaigns across multiple sites.
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