The first of its kind, the ADM audience measurement guidelines reflect a defined approach to assist advertisers and sponsors of audio and video podcasts, distributed digital content including web and mobile downloads, with criteria to measure listener/viewer numbers.  The ad unit standards are the first in a series of formats that content producers can offer to monetize their shows so that buyers can run the same creative across many individual shows and various networks. Having ad standards in downloadable media allows media campaigns to scale across hundreds of thousands of offerings.

“In The Podcast Consumer Revealed 2008 study derived from the Arbitron/Edison Media Research Internet and Multimedia study – podcast consumers are extremely attractive advertising targets and the industry is seeing a significant surge in listeners who knowingly select a program (rather than passively consuming whatever is available via traditional media), downloading it and potentially moving it to a portable device.  This enhanced level of engagement with the programs and hosts of the shows they select may translate to an increased credibility and level of trust for the show’s sponsors and advertisers.

The ratified guidelines have been accepted by the ADM Ad Council, a special fourteen-member interactive advertising agency liaison group, which acts as a sounding board for the ADM committees.  The Ad Council group insures the ADM standards and guidelines dovetail with prevailing digital advertising best practices.

The Advertising Unit Standards include three kinds of formats –  Insertions, Content Participation and Collateral. The units outlined in the document are the most common set of existing formats in use today by sponsors and content producers. The ADM has plans to innovate new formats in the future, but this initial version of the Standards serves to organize the common set to make it most available to buyers industry wide.

INSERTIONS

Definition:  A separate ad file that is attached, inserted, or edited into an audio or video podcast.

Time: Up to :10, :15, 30 or :60 seconds

Location: Pre-roll; mid-roll; post-roll

CONTENT PARTICIPATION

Definition:  When an advertiser’s message is included as part of the audio or video podcast content.

Examples:

1. Underwritten Sponsorship

2. Scripted Live Read

3. Talking Points

4. Host Endorsements

5. Product Placement / Product Discussion

6. Sponsored Interstitials

7. Special Episodes

8. Advertorials / Interviews

9. Infomercials

COLLATERALS

Definition:  All the other real estate that a podcaster has that may be included as part of an advertising or sponsorship package, or as separate items a lá carte.

Examples:

1. Show notes on podcast website

2. ID3 tags in podcast episode file

3. Album Art Cards

4. Link and banner in enhanced audio podcasts

5. Overlays, underlays in video podcasts

6. Web banners, buttons, text links, hyperlinks (using IAB standards)

7. Email sponsorships

8. Press Releases

9. Product sales (CDs, DVDs, merchandise)

10. Signage/Outdoor (for retail)

11. Brochures, flyers

Chair for the Advertising Standards Committee and National Podcasting System founder and CEO Brian McMahon stated:  “The ratified standards encapsulate a long history of advertisement units that are applicable in the downloadable arena.  This provides publishers, advertisers and agencies with a solid footing and shared vocabulary for value and monetization opportunity.”

Because there are two ways a content creator can get access to audience data, the ADM now recognizes two types of effective measurement techniques, Native Server Measurement or Third Party Measurement. Both are approved by the ADM in providing accurate data when complying with the standards parameters:

Native Server Measurement (NSM)

The Native Server is the actual end point where the media is hosted. Native Server Measurement refers to the log files derived from the Native Server. It may include the amount of data that was transferred in each log entry, and therefore may provide information to derive more than simple download statistics.

Third Party Measurement (TPM)

A Third Party server is the intermediary between the Native Server and another Third Party Server. Third Party Measurement refers to the files measuring the initial download requests as received by a third party server to be delivered to the requester. Because the Third Party server is a constant, it may uniformly measure download statistics across multiple hosting services.

Download Measurement Committee head, Angelo Mandato, CIO of Raw Voice, Inc. added:  “The ADM has worked closely with the very organizations that will embrace these measurements ensuring they can be easily applied and replicated across the industry by any creator or aggregator of downloadable media.  It is our goal to be the cornerstone of measurement practices and the just released standards represent only the beginning of the available opportunity for both the buyer and seller.”

The Association for Downloadable Media is committed to advancing its charter: creating a landscape favorable to the commercialization of portable media. The ADM’s focus includes revenue generation from advertising and sponsorships of audio and video podcasts, (aka vidcasts, or vlogs), and other digital content distributed via RSS, ATOM, peer-to-peer, mobile devices, downloads from Web sites and other platforms to come.

About the ADM

The Association for Downloadable Media is focused on providing standards for advertising and audience measurement for episodic and downloadable media. The organization’s constituents include individual podcasters, media companies, publishers, syndication companies and distributors offering downloadable media, advertising agencies, marketers, technology suppliers, hardware and software manufacturers of portable media products and services, market research firms and audience and advertising effectiveness measurement companies. Through our volunteer membership, we provide leadership in and organization of advertising and audience measurement standards, research, education and advocacy to all those involved in portable media (Podcasts/ATOM/RSS media enclosures) across the Internet, iPods, MP3 players, mobile devices, P2P and other upcoming platforms.

Copyright © 2008 Association for Downloadable Media.
611 Pennsylvania Ave, SE #164
Washington, DC 20003-4303

Brian Greene and Sinéad Murnane from doop in Dublin, have been making a great success of Talking Voices Ireland. Both join the board of Directors.

Michael Franklin, formerly of TalkSPORT and The Wireless Group joins the board as Financial Director and corporate strategist.

One of the best-known podcasters in the world, Ewan Spence, the man behind the BAFTA-nominated Edinburgh Fringe podcast, presenter of TPN Rock podcast and radio station Leith FM joins Talking Voices. Ewan gives us a UK focus on conference coverage, a sector which has been thriving for us in Ireland.

Janet Parkinson who did so much hard work in establishing Talking Voices has stepped down as Managing Director but remains a stakeholder in the business.

Senior Producer Mark Hunter earlier this year was made an offer he could not refuse – running a Scotland-based company, Podcast Matters, where he takes on the role of MD, and we wish him good luck in his new venture.

And finally, we’re pleased to announce that the company is now operating from fully specified studio premises in Denmark Street, London.

The studio runs a Myriad radio playout system, and has ISDN, internet streaming, audio and video post-production, and very nice views of London’s West End.

This photo of the Talking Voices man on the beach was sent via Kosso, the CTO of Podcast.com

London, UK; Melbourne, Australia.
September 28th 2007

John Cleese to release new video series in conjunction with The Podcast Network.

British actor, writer and comedian John Cleese is to release Headcast, a series of online videos, which he describes as “some humorous, some more thoughtful, giving me a chance to sound off in my old age.”

A free version will be made available over the next few months on The Podcast Network, which John says is “rather good, run by Australians, and none the worse for that.”

A premium version of the Headcast will also be made available.

John’s free podcast, produced by UK new media company Funk, has achieved close to 500,000 downloads in 2007.

Dean Whitbread from Funk said:

“John is really forward-looking when it comes to technology. He got into video early and he reaped the benefits. He’s been investing in online media for some years now, and when we started to produce podcasts for him in 2005, we saw a huge take up from the online audience.

John’s podcast has been free since we started, and we’re going to maintain that, but its success to date means we can now explore other options, including more video, and adding premium content.

The Headcast is another example of John embracing new technologies to further his creativity – and although he’s well known for being very funny, this gives him the option to do whatever he wants to do and take it wherever he wants to go.”

Cameron Reilly from The Podcast Network said:

“Having a living legend like John Cleese joining The Podcast Network’s growing roster of talent is a coup for the business and a personal thrill.

“Having grown up watching and listening to John, I am extremely pleased that he will be contributing his new material to our site. I have been a fan of his podcasts over the last year and am excited about bringing the Headcast to a wider international audience. Having someone of John’s caliber producing podcasts is another sign of the increasing legitimacy of the medium.”

The Podcast Network is an privately owned media company in Australia with over 80 audio and video podcasts in production and a monthly international audience of over half a million people.

Funk is a creative new media company based in London and Brighton, UK, comprised of producers Mark Crook and Dean Whitbread. Funk is a part of social media business Talking Voices.

Key players from many sides of the podcasting industry, including Apple Inc., BlogTalkRadio, Kiptronic, Wizzard Media/LibSyn, NPR, Nielsen Online, Personal Life Media, Inc., Podbridge, PodTech, PodShow, Podtrac, Porter Novelli, Rev3 and Vogele & Associates have taken on the task of standardising podcasting, along the lines of “related industry organizations, publishers and agencies such as the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (AAAA).”

Five initial committees will be formed immediately to address: advertising standards, measurement, outreach/education, terminology and membership. Membership application is now open on the ADM Web site at www.downloadablemedia.org.

Nominations for the executive seats, advisory board and committee chairs will take place this summer.

“This is a big move towards the establishment of podcast metrics, which interestingly doesn’t include Google, Microsoft, AOL, Yahoo but which is backed by Apple and Wizzard,” said Dean Whitbread, Talking Voices.

On current estimates, Wizzard via LibSyn control about 30% of RSS internet traffic. RSS derived traffic – blogs, podcasts, etc. – now accounts for an estimated 10% of total internet activity.

Still wearing the “just bought by Google” tshirt, popular rival Feedburner’s system controls around 60% of all RSS traffic.

If significant numbers of independent publishers join ADM, it’s more likely that its influence in determining exactly what measurements to apply to podcasting could extend further, with the rest of the industry converging on shared standards.

Based just outside Manchester in the north west of England, John is extremely well placed to serve the needs of companies and brands who prefer to work with a local resource. His location furthers Talking Voices aim of geographical diversity, which has worked so well already in Scotland and Ireland.

“John is a welcome addition to the team, bringing with him a great deal of intelligence, enthusiasm, and professional media experience,” said Talking Voices Managing Director Janet Parkinson.

John’s next commission is to produce for BBC Radio 5 Live’s “Pods and Blogs” segment of the “Up All Night” programme.

All tracks are no-DRM and are full length. Read more.

Come and join the conversation

A New Media Event for Businesses and Communities

Talking Voices in conjunction with the Saltire Centre, Glasgow Caledonian University, is hosting a free seminar about podcasting and social media for organisations, communities and businesses in Scotland on 24th May 2007.

Podcasting, Social Media and Web 2.0 are big buzz words currently, but it’s only recently that their potentials within social and business communications are being realised.  Talking Voices has been involved in social media from the beginning and is now spreading the word around the country, promoting the uses of podcasting and social media to give everyone the chance to learn more about their potentials, showing examples of podcast uses, and answering questions that members of the community or businesses may have.

The Talking Voices team are involved in all aspects of podcasting, from the production of podcasts for businesses, to podcasting as a social community tool.  As well as producing our own content, we produce many different kinds of podcasts for clients who include publishers, financial institutions, agencies, charities, radio, and market leaders including Metropolis Studios, the largest recording studios in Europe. We also work for some famous names, such as Radio 1 DJ Rob da Bank and actor and comedian John Cleese.

Present at the event will be members of Talking Voices team, including:

Dean Whitbread:  Chairman of Talking Voices and also Chairman of the UK Podcasters Association.  Dean speaks regularly about podcasting at events, most recently at the Corporate Podcasting Summit, London, BECTU’s Future Distribution, and the Radio Academy’s Production 07.

Mark Hunter:  Senior Producer of Talking Voices, Mark produced the first music podcast from Scotland and has been championing independent Scottish music for nearly three years through his internationally acclaimed “Tartanpodcast”. Mark is also Executive Editor of Podcast User Magazine, the free downloadable magazine about podcasting.

Janet Parkinson:  Managing Director of Talking Voices, Janet has years of experience providing audio services to companies from all sectors of industry, has been involved in podcasting for 2 years and is a co-founder of and regular contributor to Podcast User Magazine.

Places are limited – for availability contact: janet [at] talkingvoices [dot] com
Venue: Saltire Centre, Caledonian University, Glasgow

Date and Time: 24th May 2007, 1.30pm to 4pm

Cost: Free

Click for directions.

Contact: markh [at] talkingvoices [dot] com

Website: www.talkingvoices.com

About Talking Voices: Word of Mouth for the World

Talking Voices is a podcast business, a talented team of podcasters working together with people in new media, radio, television and press. Formed in 2006, Talking Voices works with artists, brands, businesses, institutions, educational establishments, publishers, communities, stations, channels and networks.

We provide podcasting expertise, production, training and advice to businesses or individuals who want to get into podcasting, and support to the wider community. We also recognise that podcasting is not just a market, it’s part of the wider phenomenon of social media, and linked to traditional media.

We offer consultancy on setting up and running a podcast. We produce and run many major podcasts ourselves, and can provide complete technical and editorial solutions.

With our excellent production values, creative approach and sophisticated use of social media tools, we bring a good deal of enterprise and intelligence to the commercial podcast arena.

Talking Voices Ltd,11-15 Betterton Street, Covent Garden, London, WC2H 9HP, UK.