Downloads, views, and creating compatibility
James Starace, VP at media network Focus 360, posts an article digging into an important bifurcation in the podcast measurement industry: Audio downloads and YouTube views. “Both can be effective advertising environments, but they’re built on very different measurement systems,” Starace observes. “That can make it difficult for advertisers to evaluate opportunities across platforms—or even know whether they’re comparing the same thing.” Advertisers should not think one channel is better than the other, Starace says — “the two environments simply provide different indicators of audience engagement and campaign performance.” He digs into tracking and measurement, creator integrations on YouTube, skip buttons, and more. The piece is HERE.
Media consulting firm Owl & Co has released the Vertical Economy Report, a systematic effort to map how to value mobile media presented in the vertical format. The report process starts with an open survey HERE.
The key insight is that vertical media is valuable, with global revenue estimated to reach $150 billion. Underpinning the valuation is a recognition aspect: The report predicts that vertical media is a distinct and permanent media category in the same league as film and television — albeit with unique economics and aesthetics. While upright media might be traditionally associated with microdramas, the format is increasingly being used for documentaries, news, reality TV, and other familiar programming. We learn of the Vertical Economy Report from Hernan Lopez, founder of Owl & Co. and Founding Governor of The Podcast Academy. He will present the report at the upcoming Vertical Media Summit, presented by Owl & Co.
