Podcast Advertising

    Podcasting (English podcasting, from iPod and English broadcasting - ubiquitous broadcasting, broadcasting) - a way to publish media streams (usually audio or video broadcasts) on the World Wide Web (usually in MP3 format for audio and Flash for video broadcasts ), in which they are announced in a special way, allowing you to automate the download of new issues on the playback device.
    (Based on Wikipedia)
    Podcasting triumphantly strides on the Internet and is getting along pretty well on Runet. Podcasters move a lot of things: from the banal vanity and thirst to be noticed, to the idle interest in the technical side of the issue: microphones, filters, amplifiers and other “hardware” have always been interested in computer people.
    In general, for the existence and development of podcasting as a phenomenon, and podcasters as an integral part of this type of creativity, many factors are needed:
    1. Medium speed internet access.
      A computer and a set of programs for creating a podcast (there are free ones).
      Microphone and other devices that bring sound closer to the ideal.
      A platform for publishing podcasts.
      And if the resident of a megalopolis and just a small city usually has no problems with positions No. 1-3, then there are questions to No. 4 and No. 5.
      So, platforms for publishing podcasts. What should they give the podcast and what do they expect from it in return? In fact, in Runet there are only two services that can be called podcast terminals: the popular Russian Podcasting and the young, but ambitious PodFM. If you write audio, then both of them will easily place your podcast feed and give it to the user in the most convenient form for him.
      But, having played enough with microphones, equalizers, filters, programs and web services, the podcast, after all, having become a popular Internet broadcaster, cannot help but notice that it takes a very, very long time to record and accompany podcasts. Even if he masterfully records his voice and the processing time is almost zero, he will want to receive a reward for his systemic work, to receive money.
      What is the experience of monetizing podcasts and how are monetized podcasts monetized today?
      In fairness, it is worth saying that today podcast terminals do not provide any special assistance in this matter. Their thoughts, and quite rightly, are busy with their monetization, the proceeds of which go mostly to new developments and payment of bills for the frantic traffic being caught up by the listeners of these same podcasts.
      Monetization of podcasts on RuNet today is the work of the podcasters themselves!
      For example, the Jocast.lv podcast receives royalties from its sponsor Converse for leading them to regularly mention it in their releases, saying that its sneakers are the best in the world. Podcast No. 1, Tits-Pussy Shows on Russian Podcasting is sponsored by Contex, a brand known primarily for its condoms. And it is worth noting that these sponsors were found by the podcasters themselves, and they also established all contractual relationships. It is also worth noting that podcast terminals are still very loyal to such advertising on their servers.

      The monetization of podcasters of the more developed Western Internet is the work of thematic networks, which feed the podcasts - members of these networks - receiving interesting and exclusive content from them. An example of such networks is the PodTech network, on which, for example, the Scobble Show is released - a very popular video cast about startups and IT in general. The sponsors here are the giants AMD and Seagate. Also notice how the Revision3 network works, which has hosted shows like Tekzilla, DiggNation, Pop Siren and many others. The consolidation of podcasters and video casters around thematic networks is due to the fact that really big money can be obtained only in the corporate sector, where one podcast is simply not visible - it does not deliver as many impressions that the same AMD wants to see, or, for example , Microsoft. Thematic networks provide gigantic reach of the audience, and it is much easier to accompany commodity-contractual relations with them. And, for example, Revision3 also has a posh studio for its podcasts, where they shoot their shows.

      But there are also examples of independent podcasts there. For example, the very popular Dave's Lounge podcast, which began broadcasting more than three years ago, makes very good money selling music through its shows both from partner sites (CD Baby, mp3.com, etc.) and from its own independent store music. What can we say about the famous DJs who very successfully promote all their releases on the Internet. Armin van Buuren with his shows Armin Only and DJ Tiёsto are the brightest podcasts in this field.
      But what can our podcast terminals do to compensate for the TIME that podcasters spend on creating unique content? In fact, once the Internet radio bee.fm made informational 15-second inserts into Internet broadcasting to users on topics that were selected according to the information in their profiles. Podcast terminals can do the same in downloadable podcasts, and simply share revenue with the producers of video and audio content.
      By the way, those who release podcasts on PodFM can already advertise their sponsors in slidecasts - flash widgets that display several illustrations while listening to the podcast.
      Despite such a big difference between the “there” and “here” monetization methods, one thing is clear - the future lies with thematic networks and podcast terminals, which will compete for producers and listeners, showering all sorts of good things with the former and delivering smart and high-quality content to successful podcasts second.

      Vyacheslav Baransky
      Source: HRC Roiber

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