There is a story in the NY Times by Bob Tedeschi on the new Association of Downloadable Media (ADM). Bob mentiones the advertising companies trying to insert ads into the podcast but he forgot about new ways of advertising. He missed a big trend and it has nothing to do with inserting short ads into the audio (which users are clearly rejecting). Inserting ads into podcasts don’t work.
PodTech has been developing a social media ad model that works one that speaks directly to the benefits of podcasting (both video and audio) – community ad model. Blindly inserting generic ads into podcasts don’t work. There is no strong targeting and behavioral capabilities that make it work well. That is where the big opportunities lie for the emerging startups like PodTech, Podbridge, PodTrac, Kiptronic, and others coming on the scene.
Hopefully we in the industry can blend the mass market approach of ad insertion with new forms of community ads.