A Free Research and Planning Tool, for Podcasts Only

  |  February 14, 2007   |  Comments

Podcasting ad network Podtrac is offering the Web-based service, which aims to enable structured searches of 4,000 podcasts.

Podcasting ad network Podtrac has released a planning tool designed to aid marketers in raking together sensible buys from the sprawling universe of video and audio podcasts. The free Web-based service lets advertisers quickly research the audiences of 4,000 podcasts and compile lists of preferred shows on which they'd like to advertise.

The tool is indexed to MRI's "Survey of the American Consumer" and lets advertisers search podcasts by content, demographics or keyword, and sort by reach and demographic fit. They can also create lists of desired podcasts and, of course, buy media from those that are represented by Podtrac.

The data comes in part from surveys Podtrac has conducted with 70,000 podcast listeners and viewers.

Podtrac CEO and Co-founder Mark McCrery argues there's a need for accurate research tools to measure podcasts, not just because their audiences are little understood but also because ads are more closely aligned with content.

"Audio and video ads are by nature intrusive," he told ClickZ News. "An advertiser is closely associated with the content. There's a tacit endorsement; it has to be the right content."

And because podcasting is serialized by nature, he said it comes with a high level of predictability in pinning down the frequency and composition of the audience.

Podtrac places two ads in each user-streamed podcast. A :10 or :15 spot appears in the first 90 seconds of programming, after the show's introduction, and a :30 spot is placed near the end. In the year since its launch, advertisers including Dell, HBO, Honda and Visa have placed buys with the company.

"We see this as the next step in the maturation process [of podcasting]," said Paul Gold, VP of market solutions for indexing partner MRI. "As the planning becomes easier, people will gravitate to it."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...