Emerging Mediums for Sponsorship:Podcasts, Mobile, & WidgetsView at: innonate.com/ima

Nate Westheimer - http://innonate.com/

Technology StrategistNational Public Medianwestheimer@npb.com

CEOBricaBox.comnate@bricabox.com

Podcasts• Content / Consumption• Enabling technology• Selling it

Podcasts:Content & Consumption

• Over 100,000 podcasts registered with iTunes

• Pub Broadcasting: 140 podcasts from top 17 producers and local stations

Podcasts:Content & ConsumptionThe good news 1/3 of top 100 are from pubcasters:

Podcasts:Content & Consumption Tips:

• Slice, dice & remix your feeds in categories and segments

• Make available for in-browser consumption

• Provide an “embed” code for viral distribution

Great example:

Podcasts:Advertising Technology

Say goodbye to redirects and hard-coding.

New technology (Kiptronic & VoloMedia) allows for easy server-side integrations.

Dynamic ad and promo insertion supports seamless cross-platform distribution.

BONUS: Better stats

Podcasts:Advertising Process

Podcasts still not major parts of adverting budgets.

Sponsorship may be easier for local stations than CPM-based models.

Podcasts:Advertising Budgets

Mobile• Opportunities• Formats• Barriers• Notes on music & mobile• Notes on the iPhone

Mobile:Advertising Opportunity (how much)

• Still more talk than action

• Strong growth expected, especially in local space

• Location-based ads are the objective

Mobile:Advertising Opportunity (how much)

Say again?

Data Source: eMarketer

Mobile:Advertising Formats

Branded:Contextual (CPC):

Mobile:Advertising Formats

SMS:Banner:

Mobile:Advertising Opportunity (where)

Mobile spending. Source: Strategy Analytics (Aug 2007)

Mobile:Sponsorship Opportunity (how much)

• Q1’07 -- $273 million transacted via Premium SMS!

• American Idol captured $35 million

Donations from Premium SMS could be big too…

… but …

Mobile:Barriers Costs:

• SMS short-code reg:

$500 - $1,500 per

month

• 50% SMS transaction

fee

• ~1 - 5¢ / SMS to

operate

• WAP development is

costly due to thousands

of handsets with

different specs

• Most carriers still

closed

Mobile:…notes on the iPhone

The iPhone is changing things:

28% of US smartphone market in less than a year (Canalys.com)

50X more mobile searches come from iPhones than any other OS (Google)

Standards friendly (say goodbye to WAP)

IMPORTANT: iPhone will lead trends in usability and standards

Mobile:…notes on Music

75%

Users don’t download directly to their device

Widgets• Facebook• Blogs • Your Player

Widgets:The Facebook Platform

• Great opportunity to “engage and shepherd”:

• Don’t just syndicate, develop natively

• Profiles are personal: Great apps reveal something new about the person

Best example:

Widgets:Blogs

• Widgets on blogs are a form of syndication

• Cheap and easy to make using tools like WidgetBox

• Advertising or sponsorship opportunity with branded widget

Great example:

Widgets:Your Player

• Player should be embeddable as widget

• Connect viewer/listener to related content

• Good branding opportunity. Pre-roll advertising can be served from source file

Best example:

Flickr Attributions:• iPod/Podcast: http://www.flickr.com/photos/mtbjohn/354602950/• Cell phones everywhere: http://www.flickr.com/photos/ableman/1884813924/• No cell phones: http://www.flickr.com/photos/bip/420146134/• Widgets http://www.flickr.com/photos/ghoti/374938115/