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Emerging Sponsorship - IMA

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Nate Westheimer
Nate Westheimer

This document discusses emerging sponsorship opportunities through podcasts, mobile platforms, and widgets. It notes that over 100,000 podcasts are registered on iTunes, with public broadcasters producing 140 podcasts. New technologies allow for dynamic ad insertion in podcasts. Mobile advertising is an growing opportunity, especially location-based ads, though barriers like costs exist. The iPhone is changing mobile by gaining substantial market share and driving standards. Widgets provide sponsorship opportunities on Facebook, blogs, and embedded players.

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Emerging Mediums for Sponsorship: Podcasts, Mobile, & Widgets View at: innonate.com/ima Nate Westheimer - http://innonate.com/ Technology Strategist National Public Media [email_address] CEO BricaBox.com [email_address]
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 & Consumption The 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) Q107 -- $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蔵 / 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 dont download directly to their device
Widgets Facebook Blogs Your Player
Widgets: The Facebook Platform Great opportunity to engage and shepherd: Dont 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/

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Emerging Sponsorship - IMA

  • 1. Emerging Mediums for Sponsorship: Podcasts, Mobile, & Widgets View at: innonate.com/ima Nate Westheimer - http://innonate.com/ Technology Strategist National Public Media [email_address] CEO BricaBox.com [email_address]
  • 2. Podcasts Content / Consumption Enabling technology Selling it
  • 3. Podcasts: Content & Consumption Over 100,000 podcasts registered with iTunes Pub Broadcasting: 140 podcasts from top 17 producers and local stations
  • 4. Podcasts: Content & Consumption The good news 1/3 of top 100 are from pubcasters:
  • 5. 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:
  • 6. 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
  • 7. Podcasts: Advertising Process Podcasts still not major parts of adverting budgets. Sponsorship may be easier for local stations than CPM-based models.
  • 9. Mobile Opportunities Formats Barriers Notes on music & mobile Notes on the iPhone
  • 10. Mobile: Advertising Opportunity (how much) Still more talk than action Strong growth expected, especially in local space Location-based ads are the objective
  • 11. Mobile: Advertising Opportunity (how much) Say again? Data Source: eMarketer
  • 12. Mobile: Advertising Formats Branded: Contextual (CPC):
  • 14. Mobile: Advertising Opportunity (where) Mobile spending. Source: Strategy Analytics (Aug 2007)
  • 15. Mobile: Sponsorship Opportunity (how much) Q107 -- $273 million transacted via Premium SMS! American Idol captured $35 million Donations from Premium SMS could be big too but
  • 16. Mobile: Barriers Costs: SMS short-code reg: $500 - $1,500 per month 50% SMS transaction fee ~1 - 5蔵 / SMS to operate WAP development is costly due to thousands of handsets with different specs Most carriers still closed
  • 17. 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
  • 18. Mobile: notes on Music 75% Users dont download directly to their device
  • 19. Widgets Facebook Blogs Your Player
  • 20. Widgets: The Facebook Platform Great opportunity to engage and shepherd: Dont just syndicate, develop natively Profiles are personal: Great apps reveal something new about the person Best example:
  • 21. 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:
  • 22. 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:
  • 23. 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/