April 23, 2007

Podbridge Gets $8.5 Million Series B

Nick Gonzalez

9 comments »

Podbridge, makers of a podcasting analytics package that tracks audience demographics, plays, and ad rotation, just closed an $8.5 million series B round. A new investor Sutter Hill Ventures led the round, with the original investors Mayfield and Worldview participating.

We covered Podbridge in detail last March. Podbridge’s analytics tracker is an iTunes plug-in that gets downloaded and installed when a listener first downloads a Podbridge-enabled podcasts. When the plug-in is first installed, the listener is asked some demographic questions to help target ads. From then on, the plug-in-tracks a podcast’s online reach, frequency and playing time (anonymous), as well as the download count. Podbridge aims to have a plug-in for Windows Media Player as well.

The overall idea is that more detailed information on your audience will lead to higher ad rates. Targeting ads for the podcast is not a one time deal, with static ads embedded in the podcast. Instead, Podbridge allows for the dynamic insertion of ads that can change on each play. In a deal made last June, Podbridge opened their podcast advertising slots to Ingenio’s advertising network. Podbridge’s clients include Sports Byline USA, the BBC, Military.com, and Forbes.com, who started using the service last September.

iTunes has over 65,000 free podcasts and generated over 1 million subscriptions within two days of its 2005 launch. Research from a survey conducted last November by the Pew Internet & American Life Project, found over 17 million people have downloaded podcasts, with 1.4 million saying they had heard or seen a podcast on a typical day (cited by MarketWatch).

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Axelnielk88

April 23rd, 2007 at 8:24 pm

I work for a small cash-strapped Little League Baseball organization. We’re trying to record commentary of games, interviews, and other baseball tidbits, create a podcast from it, and make some money while doing so. I think this might be a good model for us.

Anyone have any other ideas?
Chris

April 23rd, 2007 at 8:41 pm

@axelnielk88:

Try podango.
bmof

April 23rd, 2007 at 9:12 pm

Biggest issue with Podbridge last time I looked at them was the requirement that people sign up for your podcast via a web page. Since the vast majority of people find and subscribe to podcasts from within iTunes, this seemed like a real showstopper to me. All those people would be outside the tracking abilities. Anyone know if this has changed? I could not tell from their web site.
Kundojjala

April 24th, 2007 at 3:59 am

Podcasting ad industry revenue going to reach $400mn by 2011 but i’m skeptic ‘coz the penetration is not great.First people should solve penetration problem.Podcasting is popular only among geeks,academic&education fields.Last year more than 150mn MP3 players shipped but at the same time 1bn Mobile phones also shipped.I believe mobile phone is more effective media to reach masses and a viable business model yet to be defined.There is lot of room for innovation.Lets see, iphone can kickoff podcasting culture on mobile phones.Then advertising can be more effective.
EKS

April 24th, 2007 at 4:06 am

“Podbridge’s analytics tracker is an iTunes plug-in that gets downloaded and installed when a listener first downloads a Podbridge-enabled podcasts.”

1. How is this not spyware?

2. Can Apple screw them over at any time?
pallet jack

April 24th, 2007 at 6:23 am

- Honestly - Sounds like a very large investment in a - competitor of Itunes -

- To invest in this company “What makes you better than Itunes?”
Jughead

April 24th, 2007 at 10:00 am

Several things are critical for Podbridge to be successful.

1. The downloading of the ad tracking software needs to be seamlessly meshed with either
Jughead

April 24th, 2007 at 10:25 am

—whoops

To continue from post 7.

A. A new download of the iTunes software by a new iTunes user.

B. Coinciding with an upgrade to iTunes version “whatever” by an existing iTunes user. (I believe some existing iTunes users will balk at having ad placement software downloaded unless it is a mandatory criteria before being able to upgrade to the next level of iTunes).

2. The implementation of the ad insertion/tracking software via iTunes downloads also needs to be done sooner than later as most current podcast listeners/viewers are becoming acustomed to ad-free podcasts at no cost and could become turned off to consuming podcasts. Or they might look for other directories that host podcasts that don’t contain ads.

If the future waves of new podcast consumers start downloading podcasts that have ads they will be much more receptive as it will seem like a natural trade off for the content they are receiving for free.

Lastly, IF the Podbridge model is successful, it should give the whole industry a huge boost as the incentive to make real money will drive talent into the podcast production pool and in turn raise the bar on production values and quality of writing, performances, etc from all levels (kids in garages to Tiki Bar to CNN). In this scenario…..

The podcast consumer gets more selection of higher quality podcasts.

The podcast advertiser gets narrowly focused ad placement to a specific niche audience they are targeting

Podbridge and its investors get filthy rich off of the global podcast marketplace adoption of it’s software as the ad placement platform of choice.
DownloadGuru

April 24th, 2007 at 4:23 pm

While Podbridge continues to offer their plug-in solution, which gives publishers and advertisers the most possible data, and ad insertion technology, they also have a solution that does not require a plug in, for publishers who don’t want to require a download.

However, publishers who have valuable, compelling content (esp. video), should not give this up for free. Instead, they can require users to download the plug in, and integration of ads, as “payment” for the content. This would give users access to great content, without having to pay cash, and would give publishers and advertisers a very powerful way to monetize this content, while at the same time letting users consume it when and where they want, and on the device of their choice. Everyone wins.