ADM Research Notes Podcast Advertising Appeals to “Unreachable” Consumers.

The Association for Downloadable Media, in conjunction with Edison Research, presented the findings of our recently concluded Podcast Consumer Attitudes study. We noted that the respondents to this online study of active podcast consumers indicated that, although they are increasingly turning away from some mass media platforms and advertising approaches, they are receptive to advertising and sponsorship messages in downloadable media. These consumers also show a significant tendency to consume podcasts on their mobile phones, highlighting the importance of the channel as a truly portable medium.

According to Edison Research Vice President Tom Webster, “A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing.” He also notes, “Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context.”

Download a pdf of the presentation here.

ADM Chairman, Chris MacDonald stated, “This study reinforces what the ADM has always believed, that podcasts and downloadable media provide valuable and effective options to reaching the otherwise unreachable, in ways that work for the consumer.” He goes on to say, “It’s obvious that an online or offline audio or video buy that does not include a podcasting component will miss a very attractive advertising target.”

Association for Downloadable Media to Present Findings From Groundbreaking Study

We’re thrilled to announce that, in conjunction with Edison Research, we will present the results of our recently concluded Podcast Consumer Attitudes study of nearly 5,000 regular consumers of audio and/or video podcasts in a webinar is scheduled for Thursday, January 28th at 3:00pm EST, 2:00pm CST, and Noon PST. The webinar is free but registration is required at https://www1.gotomeeting.com/register/909488120

The results of this groundbreaking look at the attitudes and behaviors of these active podcast consumers, presented by Tom Webster of Edison Research, will include:

• A comparison of the effectiveness of advertising approaches across various new and traditional media channels.

• An examination of post-exposure purchase and trial behaviors for consumers exposed to podcast advertising.

• A quantification of the “halo” effect of podcast advertising for prospective brands and sponsors.

Fear and Trembling – Or Not: Thoughts on the VoloMedia Podcasting Patent

IP Attorney, Ernest Grumbles, shares his thoughts on the Volomedia patent.

It’s been nearly a month since a company called VoloMedia was granted a patent titled “Method for Providing Episodic Media,” but the criticism, and the confusion, continues.  If the patent had simply issued – quietly – there would have been little concern.  But the company announced publicly that they had just been awarded the “US patent for podcasting.”  In essence – all of you thousands of companies that use podcasting to deliver content and all of you millions that use podcasting to get content – beware.  This was a broad gauntlet thrown down – notwithstanding subsequent company attempts to downplay the statement and its intentions regarding the patent (Trust us.  We will wisely use our nuclear weapons for the security of humanity.).

What to do with such pronouncements – when Company X announces it has obtained a patent on a broadly-used technology?  The answer depends on 3 things: (a) who the patentee is; (b) who you are and (c) the valid scope of the patent in question.  The first two are easier (and a lot cheaper) to discern.  The last is an expensive and uncertain process more akin to biblical exegesis than scientific analysis.  For purposes of argument, let’s assume VoloMedia has a valid patent that covers basic subscription audio models.

Who and What is VoloMedia?

VoloMedia’s main business is providing tools that can be embedded in podcasts and other downloadable media to help gather information on those who are listening and watching.  The aim is to provide more demographic information for advertisers.  Several large media companies including Fox News, The Washington Post and MSNBC currently use VoloMedia’s technologies.

Volomedia Elaborates Position After Recent Podcast Patent Announcement

Murgesh Navar, founder of Volomedia, has been addressing mounting questions stemming from his company’s recent patent award that covers the technical methods surrounding podcast distribution.  We have organized recent responses from Volomedia, and asked a few questions ourselves.

Here are excerpts from Murgesh’s follow up blog post posted yesterday on Volomedia’s website.:

“I want to clarify our plans and implications as it relates to the patent…the episodic media download “technology” ecosystem needs to become more seamless, more standardized, and more interconnected before it can become a mass medium.”

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Note on ADM blog post policy

I would like to take a moment to reiterate ADM’s standing policy regarding blog posts on the ADM site.

We welcome all substantive discussions from members regarding issues that impact our membership and community.  However there is a shared responsibility to balance editorial views, company announcements, and points of view with discussion of how these things impact ADM members and the community at large.

On Juy 28,  using its account access, Volomedia published a blog post that details its intellectual property position regarding episodic media and podcasting, an issue which no doubt impacts our entire member base and the larger creative and business communities.  As Chairman, my opinion is that the initial blog post is informative, substantive, but it lacks sufficient discussion on how this news impacts our membership.  I have requested Volomedia’s prompt response to address this shortfall, and look forward to the reply.

I wish to acknowledge the particularly provocative nature of this recent post.  ADM has always been a collection of people and organizations with shared interests but varied perspectives.  This post does not reflect an endorsement by ADM to individual member positions.  The recent announcement is very important to our community, and ADM will play a continued role in facilitating substantive discussion on this developing news.

Chris MacDonald, Chairman