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Cutting Edge: VNU tracks podcast advertising with Podbridge
VNU Turns to Podbridge to Deliver Trackable and Dynamic Advertising
Solution for Podcasts
VNU Turns to Podbridge to Deliver Trackable and Dynamic Advertising
Solution for Podcasts
Podbridge, Inc. today announced that it has been selected by VNU Business Publications Ltd (BPL), the London-based publishing arm of VNU Business Media Europe (BME) to provide an audience measurement and ad insertion service for its portfolio of highly popular podcasts. VNU BPL joins other large publishers, including recently announced Forbes.com, who are developing significant ad-supported downloadable content businesses.
"This partnership allows VNU BPL to serve dynamic audio advertising into our podcasts and also allows us to back this up with auditable audience figures, a key demand of the advertising community," stated Duncan Tickell, Publishing Director at VNU Business Publications Ltd. "Podbridge will help us to deliver a tangible and consistent return on our expanding audio and video content portfolio."
The implementation of Podbridge's audience measurement and ad insertion service is the second step in VNU BPL's strategic initiative, ON AIR. Announced in June, VNU ON AIR is a portfolio of Internet-delivered audio and video content which incorporates a mix of up-to-date news, product and technology know-how, and high-level industry discussion and debate, aimed at the four million users per month of VNU BPL's 20 online and offline brands in the UK. The programming delivered through these new video and audio packages will appeal to the company's three core audiences: B2B IT buyers, consumer technology users, and financial management professionals. Podbridge was chosen for the accuracy of its audience measurement capabilities, and the ability to maximize revenue through targeted advertising insertion and rotation.
"We're excited to be working with VNU, a global publishing powerhouse widely respected for their 50 market-leading trade magazines and properties," stated Murgesh Navar, CEO and founder of Podbridge. "These well established brands with highly segmented and identifiable audiences are a perfect fit for downloadable content; we're excited to help them build a profitable podcasting business."
VNU ON AIR facilities include four studios and a theatre space suitably equipped to deliver live-to-air, streamed, and downloadable content in a variety of packages, including videocasts, podcasts, news broadcasts, seminars, conference reports, and video product reviews. VNU ON AIR can be accessed at: www.vnunet.com/onair.
The Podbridge system is unique in its ability to offer accurate audience metrics, including the number of actual "plays" combined with user opt-in demographics, for both video and audio podcasts. Podbridge is the first and only company to dynamically insert, rotate, and target audio and video advertisements into downloaded content via a turnkey solution for publishers. By providing a way for publishers to add to and refresh their advertising inventory, Podbridge is increasing the total number of available impressions that can be offered to advertisers at any given time, maximizing the value of the content.
05 December 2006