In an effort to standardize technical terms for podcast producers, networks, and metrics analysts, the Interactive Advertising Bureau (IAB) came out of the Labor Day weekend with a release of IAB Podcast Ad Metrics Guidelines. the document is especially effective when clarifying and defining the differences between downloading and streaming. Continue Reading
How do consumers listen to podcasts? When do they start, stop, abandon, complete their shows? In particular, do they hear the ads? How is advertising effectiveness verified? When those questions can be answered, advertiser buy-in to podcasting will increase. “API Listening” is one key to the future, and an industry buzzword in the present. Continue Reading
In a recent advertising conference, one head of creative services warned that programmatic advertising could kill podcasting. Right or wrong? There are several points to argue against the dire prediction. Continue Reading
Soon after Twitter launched, in March, 2006, it was dubbed a microblogging network. Podcasting is often compared to blogging. Is there such a thing as micropodcasting? One contender for that description is Anchor, a mobile-only app that invites users to connect with short audio voice recordings. Early adopters are passionate about it. Continue Reading
Podcast listening measurement is a notorious problem — depending on who you ask. Some network owners perform their own analytics, and drive business forward based on them. But advertisers want to bring order to podcasting, so they can better measure the opportunity. Continue Reading