Forbes.com, Podbridge Form Advertising Alliance for Podcasts
To capitalize on the online video explosion, Forbes.com has teamed up with Podbridge, an audio and video podcast advertising platform, in an exclusive podcast agreement. Podbridge will be the sole provider of audience measurement tools and ad insertion services for all of the site’s podcasts, allowing it to include dynamically inserted targeted ads and gain insight into podcast consumption.
The Podbridge system offers audience metrics like the number of actual “plays” and user opt-in demographics. Advertisers can control the insertion of ads within specific content and achieve precise targeting.
“Popular Forbes.com shows such as StreetTalk and SportsMoney will now meet the increasing consumer demand for convenience, while advertisers will be able to effectively reach and engage with a tremendously valuable audience,” said Podbridge CEO and Founder Murgesh Navar in a statement.
“Up until now, the big hurdle for advertisers has been the inability to gauge if someone had viewed any or all of the video content that they have downloaded,” added Mike Smith, VP and General Manager of Forbes.com. “With Podbridge, not only can we measure actual viewing, but we also get a detailed breakdown by audience demographics and are able to precisely target advertisements.”
According to a Nielsen/NetRatings study, over 5.5 million Web users downloaded a video podcast during a thirty day period within June and July 2006. Podbridge-supported podcasts on Forbes.com will be launched over the next few months.
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