Nothing like a trade show to bring out announcements … Audible’s been in the spotlight as an established public company offering a podcasting metrics solution but it’s not the only one making the effort.
Start-up Podtrac is offering a free metrics tool designed to enable media planning for podcasts, along with an emphasis on demographics and even behavioral profiles. An ad-placement service is in the works, with the data being used to help set prices — and Podtrac sharing in the revenues. CEO Mark McCrery, co-founder and a former ad agency exec, told TechWeb rates he’s seen range from as low as $15 for a NY radio station podcast to $400 for a six-month sponsorship that wound up with 150,000 downloads. The explanation on the company’s web site says Podtrac “collects data using technology which encodes the “enclosure” XML of an RSS feed and the direct URL links on podcaster websites.” More on the advertising aspect at MediaWeek .
ClickZ adds some more companies to the roster: irreverent RadioTail promises hosting and ad management for individuals, corporate or podcast networks; CastFire, which emphasizes mediacasting (pod/video); Podvertiser plans a 2006 launch. Then there’s Adam Curry and Ron Bloom’s still-evolving PodShow.
Wired News includes micropayment company BitPass, which is working on premium subscriptions for podcasting.
A year from now, who will be left standing? Maybe a player we haven’t even heard from yet. We’ll keep watch.
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