For those who follow my blog know that I’ve been a big proponent of social media, but the problem is results and measurement. Airforce is doing something innovative with their agency and Volomedia. I really like this announcement from G4 and Volomedia. Volomedia has signed up a big publisher and a big advertiser to insert ads in portable media and video. The best part is that it work on ITunes and the Iphone. I’ve talked about this before around how iTunes (and IPhone) now has a business (revenue) model.
Comcast’s G4 cable television network and Web site G4tv.com have begun working with VoloMedia to insert ads into the 300 podcast videos distributed monthly through about 23 feeds. The ad network began placing ads for the media giant last month, targeting young gamers.The U.S. Air Force placed the first ads in G4’s podcasts: Attack of the Show, X-Play, and Game Trailers. Sunnyvale, Calif.-based VoloMedia’s new vertical business, Video Game Podcast, supported the ad campaign created by GSD&M Idea City, the advertising agency for the Air Force.
What Does This Mean? Why is this important?
Vertical media works. The trend is away from individual sites or blogs but instead to ‘blanket the vertical’ with brand messaging. In turn effective reach in a vertical hits enough critical mass that brand equity translates. Said another way the most effective way to leverage things like blogs and podcasts is to ‘buy’ the vertical. The dynamics of social networking and social media create an opportunity to hit alot of people in the affinity group. What’s even cooler about this announcement is not only reach but measurement. This is a good move by the Airforce to get a vertical – here it’s gaming as the ‘contextual’ proxy for audience affinity. It’s a no brainer that gamers are their target audience, but instead of going for silo’d conversion, Airforce is going for blanket coverage in the vertical or affinity group.
I predict this is the way the world will go very quickly. Vertical media advertising. This is a great program for brand advertising, and it has measurement. I am sure it will be a success.