emerging sponsorship - ima
TRANSCRIPT
Emerging Mediums for Sponsorship:Podcasts, Mobile, & WidgetsView at: innonate.com/ima
Nate Westheimer - http://innonate.com/
Technology StrategistNational Public [email protected]
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/