New association of downloadable media group starts up

by on July 16, 2007

I’m happy to see PodTech helping in the formation of a new assocation of companies who have interests in downloadable media industry: Apple, NPR, Revision 3, PodShow, BlogTalkRadio, LibSyn, Kiptronic, Personal Life Media, Podtrack, Podbridge, Nielsen, and others. John Furrier has the details and links to other blogs who are writing about this.

The goal here is to become a next-generation Interactive Advertising Bureau.

  • Feels very old school. Like "let's get together and form a club, and write bylaws, and vote on who gets to be in charge, and issue press releases, and take positions, and stuff."

    What is this group going to actually do? What benefit do they provide? How are they going to keep from being evil?

    Oh, and there's no RSS feed to be found anywhere on that site. A famous blogger once caused a stir by saying that anyone who launched a marketing website without an RSS feed should be fired. Whose head is on the chopping block for this one? ;-)
  • Josh: from what I can tell the group is going to come up with standardized advertising units.

    But good one, I totally forgot to check this for an RSS feed. Very lame of me.
  • While the standard on reporting has largely been in place since 2005, at least the standard we have been using since 2005 I think it is a good idea to get everyone on the same page.

    While I am not sure if their is a wide disparity in reporting, I do know several companies follow the standard we have been using for some time. I know others do not. Regardless we will see if the group can agree to a standard.

    In the end podcasters, sponsors and ultimately listeners need to benefit.

    In the end no mater what standard they come up for in actual measurement. It will in the end boil down to audience engagement.

    I have seen shows with 50k listeners per episode generate no ROI on an ad deal but yet a audience of 3000 that were on the same deal had audiences that engaged with the host create ROI that marketing people only dream about.

    Thats what we do at RawVoice we focus on the engagement factor and leverage the audience size to keep our sponsors signing on quarter after quarter.

    We will likely support the group time will tell what the end value will be.
  • I wondered the same things Josh did. What exactly is this providing? At a cost of $150 to join, what is a lowly podcaster really getting in return? I can get a AAA membership cheaper and get roadside service. My point is the entry for the smallest of us is steep at a time when we're already struggling to get advertisers. There's no guarantee of anything here. We don't know if the standards will take hold. I'm a niche of a niche show so my return is going to likely be behind everyone else. It takes time for this to "trickle down" to shows like mine. And will the new standards even help highly targeted shows?
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