VoloMedia, which provides advertising and reporting solutions for portable video and audio from the PC to devices such as iPods and iPhones, today announced Ringtales as the latest content partner to adopt the VoloMedia iTunes plug-in, extending the value of their popular podcasts by measuring ad consumption in their content wherever it is downloaded.
Ringtales is the publisher of “Dilbert,” recently selected by iTunes as one of the best video podcasts for 2008, and other popular podcasts such as “The New Yorker Animated Cartoons.” In addition to adopting the VoloMedia iTunes plug-in, Ringtales is driving consumer subscription and showcasing the “Dilbert” podcast to advertisers through a microsite located at http://www.volomedia.com/volocast/landing/dilbert. By integrating VoloMedia’s iTunes plug-in, Ringtales enhances the audience reach, tracking, measurement, monetization, and reporting of their podcasts whether consumed on PCs or iPods and iPhones.
Plug-in for iTunes is the best way to measure success on anything from ITunes or the web. What’s interesting to me is that plug-ins are being validated by big publishers/broadcasters. This is an indictment of the state of the online video metrics market. No one really has a great solution on podcasts and video in the market unless they have a plug-in or deploy a flash client.
I think that we’ll see plug-ins become more standard as publishers/broadcasters look to monetize their content and more importantly for advertisers to pay higher CPMs for targeted conversion.