One of the biggest challenges for podcasters — and advertisers — has been the inability to track actual listening. Audible Inc. thinks it has the answer: AudibleWordcast, a set of web-based tools the company claims are “audit-ready” amd will measure subscriber behavior, not just downloads. The suite is based on the same technology Audible has been using on audible.com and delivers podcasts in Audible’s .aa format, which works with iPods and 160 other devices. Audible’s TrueListener audience measurement system tracks advertiser-required metrics, which are deemed audit ready through media auditor ImServices Group. It pormises advertising management, dynamic ad-insertion, underwriting and secured transactions. AudibleWordcast is debuting at the Podcasting & Portable Media Expo (one of our sponsors), where Audible Chairman and CEO Don Katz is keynoting tomorrow. Press release.
Sarah McBride has some details: For three cents per download, the company will report whether a downloader listened and for how long. For five cents per track, Audible will report listening behavior and restrict access (no emailing). Ad inserts run one half cent per download.
I can see how this might work for some people but I think the real solution will have to work with mp3s.
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