The ADM has a wiki devoted to terminology in the downloadable media space.

http://downloadablemedia.pbwiki.com/

I just read a blog post by Jim Meskauskas of ICON International, one of the smartest digital media strategists in the industry and he proffers the word, “Portcasting,” as a replacement for podcasting.

Here’s an excerpt from his article at iMedia entitled “Your Outdated Planning Process and How to Fix It.”

“”Portcasting” is the term I use for what in the past would have been called podcasting. Because the near-future of media usage is based on its portability, “port” is the operative descriptor for the media being “cast.”

Be it video or audio, this kind of content is more and more frequently being unfettered by time and space. It can be engaged anywhere, any time.

Portcasters, such as Personal Life Media’s Susan Bratton, offer a vast array of podcasts with a variety of focuses, all of which can be listened to anywhere, any time. Mevio, formerly known as PodShow, is the same type of outlet, but for video. (I’m sure there are others; feel free to reach out to me to tell me who you are.) In both cases, the platform only matters to the audience when it comes to acquiring the content. Once the content is acquired, how it is consumed no longer matters.

All of the above-mentioned trends portend an increased emphasis on mobility going forward. Such portability will ultimately be achieved though devices such as today’s smartphones, as well as media consoles like the iPhone.

If they hope to maintain relevance in the coming years, agencies must find a way to address the meaning of platform-independent content and the need for real cumulative media effectiveness measures across platforms. The above are just a few examples of what media is becoming and how it is going to be used by the audiences that advertisers are desperate to reach. Increasingly, marketing professionals are being forced to step away from platform-dependent thinking and cease modeling new modes of media through analogy.”

Media strategies editor Jim Meskauskas is vice president and director of online media for ICON International Inc., an Omnicom company.

Here is an interview with Susan Bratton and Jim Meskauskas:

Jim Meskauskas, ICON Intl on Digital Ad Agency Evolution, the Future of Ad Networks and The Inca Trail