Even a Radio Guy Admits, Download Numbers Are Real Metrics

Midroll’s Director of West Coast sales Allyson Marino brought an article from CBS DC to my attention, titled “Comedian Marc Maron’s ‘WTF’ Tip of the Spear to Podcast Revolution.” In the lead up to his interview with Maron, writer Chris Lingebach takes a look at audience metrics, comparing podcasting to radio. He notes that Arbitron (now Nielsen) ratings have been the standard for measuring radio audiences. This system, he writes, “at best, delivers advertisers a…

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Midroll Has Demographics To Find The Best Podcast Match

Midroll’s podcasters recently asked their listeners to complete an online survey to help us better match shows with great advertisers. We’re blown away by the response–over 150,000 listeners completed the poll. Because one of the purposes of this survey is to help advertisers find the right podcast for their target demographics, I thought I’d share some interesting demographic highlights for some of our shows. Women Love These Podcasts The stereotype is that podcast listening is…

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Podcast Ads “Convert” PandoDaily’s Ad Tech Writer

My podcast listening friends sometimes like to tease me about the perceived ubiquity of certain products and brands in podcast ads. PandoDaily writer James Robinson recently riffed on that theme, observing, “Stamps.com advertises in a lot of podcasts. I listen to Marc Maron. Stamps.com is there.The BS Report. There too.” (Midroll booked those Marc Maron ads, by the way). But the story doesn’t end there. The turnaround is that Robinson just became a Stamps.com customer.…

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Podcast Networks Work Hard To Let Hosts Focus on Shows

There has been a bit of noise in the tech podcasting space about the validity of the current podcast network model. The only post I personally read was the one from Glenn Fleishman, a Midroll customer, where he mentioned Earwolf. So I feel compelled to weigh in. Glenn writes, “Podcast networks, including the tech ones I’m familiar with and those like Earwolf, an exceedingly popular comedy network that pupped off The Midroll, which sells my…

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For Listeners Podcast Ads Are More Like Information

Does internet advertising work? That’s the “dangerous question,” raised by Atlantic senior editor Derek Thompson in a recently published article. Thompson raises some worthy questions, based upon some challenging recent research. At the same time, some of the reasons he addresses as to why traditional internet advertising comes in for scrutiny actually argue in favor of podcast advertising. Thompson starts with the proposition that the internet was supposed to let us know exactly which ads…

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