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Podtrac Announces Auction for Podcast Advertising

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Jan 18, 2006 

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Sarah Novotny  |

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Podtrac Announces Auction for Podcast Advertising

Podtrac, a leader in connecting podcasters and advertisers, today announced two new initiatives to help facilitate advertising sales on podcasts. The Washington D.C.-based company has officially made available the first on-line advertising auction to determine ad rates for the podcasting market in addition to offering customized podcast media plans, as well as access to Podtrac Demographic Profiles and Podtrac Media Kits.

This new Podtrac auction hopes to set rate guidelines for the first time, as Podtrac’s Co-Founder and CEO, Mark McCrery, explains it in the company’s release. “Both Podtrac’s individual podcast advertising buys and podcast advertising auction will assist the market in determining the ad rates for podcasting, which is a market barrier to date, because podcasters and advertisers can not plan advertising, revenues, or expenses without rates,” says McCrery. “Advertisers need predictability as they plan to reach consumers and business decision makers through the highly targeted podcast medium.”

Beginning today, advertising for the top-ranked iTunes podcasts including names like This Week in Technology, Josh & Japan and MuggleCast, will now be up for auction. Media Kits for these and other podcasts—culminated from collective Podtrac Survey in conjunction with Taylor Nelson Sofres (TNS) Global, the largest custom research organization and Mediamark Inc. (MRI), a leading provider of research data to advertisers and advertising agencies—are also available.

Podtrac also announced partnerships with some of the largest podcast networks including the Association of Music Podcasting, Technology Podcast Network and the Teen Podcast Network. “Broad podcast participation means advertisers have a one-stop solution to expert podcast services including: podcast media planning, buying, ad delivery and reporting,” says Robert Freeland, co-Founder and CTO of Podtrac in a statement. “Podtrac has the knowledge and methodology to expertly connect advertisers with targeted and relevant podcasts, while protecting the podcast listening and viewing experience.”

Tags: ad_auction, iTunes, podcast-advertising, podcast_networks and Podtrac

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