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BizReport : Trends & Ideas : July 17, 2007
PodBridge develops mid-roll ad delivery platform
PodBridge and Personal Life Media have teamed up to develop an ad-serving platform that also measures the audience of the weekly shows from PLM. By offering measurement services in addition to ads, the platform allows advertisers to see just who their ads appeal to.
Called the Surround Sessions, the platform offers a mid-roll ad position in addition to the pre-roll and post-roll ads already offered by PodBridge. Depending on the parameters of the ad campaign and how the campaign is doing, the ads can be changed easily.
"To attract advertisers, downloadable content providers must have the ability to create these kinds of innovative and professional advertising packages," said Susan Bratton, founder and CEO of Personal Life Media.
Recent research from comScore and Ad Infuse shows the podcasting audience to be a demographic that most marketers do want. The research showed that men 18-24 comprised about 63% of the podcasting audience while females of the same age range comprised about 37%. The 18-24 audience as a whole accounted for about 29% of the entire podcasting audience.
About 54% of the podcasting audience is taken by the 35-54 age demographic.
The study also indicated that the general podcasting audience has more money, and is therefore a bigger draw for advertisers, that the general online audience.
Tags: podcast advertising, podcasting
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