The type of inventory that can be offered to advertisers is impacted by technology decisions made by publishers and platform developers. Client playback environments vary in capability, and while this introduces new advertising opportunities (advanced players may offer innovative new ad units), the lack of uniformity across platforms complicates the ad-supported media proposition.

Consider the evolution of the web browser as it pertains to the situation with media playback environments. The tremendous presentation flexibility of the browser as a standards-based platform provides a rich palette for creative expression on both the content and advertisement sides. The ubiquity of the Flash player and its cross-browser compatibility opens up even more creative possibilities.  This is an example of two different types of standards—one managed by a standards body (the W3C) and the other a de facto standard (Flash as a widely adopted rich client browser extension).  Early days in the browser wars featured debates over standards compliance versus innovation.  While the numbers show that Microsoft won the browser battle (for now, at least), adherence to standards has also won. Will standards develop around video playback environments to allow all participants in the content publication ecosystem to optimize their efforts? 

Today, publishers have a tradeoff to consider.  They may be able to obtain a high value from innovative, engaging ad units that creatively deliver the advertiser’s message, or better target the desired audience, but possibly at the expense of broad reach.  In a browser environment, this might not be much of a tradeoff. Thanks to a standards-based presentation layer, highly innovative ad types can be delivered to most all viewers.  But as digital media consumption moves beyond the browser, the lowest common denominator comes into play, and the lack of standards constrains the type of ads that are universally applicable. Over time, we may see standards emerge in non-browser playback environments, and this will lead to innovation built on top of those standards.  Today, however, the advertising value calculation has to take into consideration the capabilities of all the environments the publisher wishes to target, and the complexity associated with a client-specific publication process to support client-specific ad units and ad delivery methods.

I mentioned in my New Media Resolutions post at the first of the year that I want to do whatever I can to improve the quality of audio on line and in downloadable media. I was reminded of that “cause” this past Sunday morning by the folks at, well, Sunday Morning. The CBS show presented a piece on how vinyl records are becoming “cutting edge.”

Just as I pointed out in January, the sound of what is being sent into the cloud needs to improve, if for no other reason than to avoid trying to figure out how to cram a “record” into your iPod. Seriously, for those that are my age, it’s unfair for us let those brought up on listening to audio in the mp3 format think that’s the best music can sound. For those that have never heard the sound of a vinyl LP you owe it to yourself to hear all of what the artist labored to put into the music, especially the parts the mp3 format has had to discard.

I know, I know, you’re going to say that the human ear can’t detect the difference between a vinyl album, a CD, MP3, WAV, etc. I’m sorry, I disagree. I hear a difference. And it’s especially noticeable in the MP3 format, the most popular format for portable devices and online streaming. The reason it is the most popular, if you didn’t already know, is that it is the smallest file size. An MP3 file is a fraction of the size of, say, a WAV file. File size is directly related to download time.

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The recent announcement by a major cable Internet provider that they will be signing up new customers with bandwidth limits as a trial gave me a new perspective on how important broadband is to New Media.

High speed unlimited Internet bandwidth is vital to the success of Podcasting and New Media. Unlimited broadband is just as important as Dave Winer’s work with Really Simple Syndication (RSS) and compressed media formats such as mp3. Broadband is one of the key ingredients that makes this industry possible.

As a result, some United States broadband users may soon experience a “bandwidth crunch”. Although relatively new to the U.S. market, bandwidth crunches currently exist in many other countries including Canada. There is no direct evidence that bandwidth crunches deter Podcasting and New Media, but it is true that most New Media downloads come from the United States.

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I have been struck by the continuing confusion in the marketplace in defining a download. The overly simplified convention holds all video within a web browser is streamed and all without is downloaded. I wrote a recent article on Downloading on the Internet and how at VoloMedia we define the three different types of downloads - RSS, Progressive and Direct. One of the challenges for ADM will be to concisely define our medium and explain why RSS matters to publishers. With the existence of suitable metrics and advertising solutions, there is no justification to keeping any media locked just within the confines of a web browser.

Last year was a really exciting time during MacWorld in January.  The anticipation for Apple to enter the cell phone market had reached a boiling point.  Steve Job’s presentation was perhaps his best.  The phone or as I like to call it, a palm laptop with a phone, is an incredible piece of technology.  A product that is leaps and bounds ahead of the competition.

The iPhone has been a valuable device in meetings with potential sponsors that haven’t downloaded Culture Catch’s vidcasting show.  As a digital assistant, the iPhone has been a homerun for me.  Apple really delivered another great digital device.

January is upon us again. What does Steve have up his sleeve this year? I don’t know.  Those who say they know, don’t.

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“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

No, I’m not going to discuss the philosophy of existence. But I am going to draw an analogy.

How many times have you heard the question “Yes, the podcast has been downloaded, but how do you know if anyone listened to it?” If I had a nickel for every time I’ve been asked that question…

But enough with the platitudes.

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