Podbridge.com - Making Podcasts Profitable

Podbridge is an analytics tool which seeks to link podcasters and advertisers via a simple iTunes plug-in. Podcasters will receive targeted adverts to place within their podcast as they see fit; in turn Podbridge will track a podcaster´s audience, so they´ll know how many people are actually listening (not just downloads), as well as their demographics and locations, while connecting the podcaster directly with advertisers to whom such info is invaluable. On the advertiser side, they´re feted with the promise of a highly mobile, educated and affluent audience, whom they can reach more effectively through Podbridge´s audience measurement tools. This gives podcasters themselves a steady cash flow which in turn keeps podcasts subscription fees low, or even cost-free. With advertisers gaining more specs on their audiences, podcasters will in return get higher rates and provide even more premium content throughout their shows. Rather than having audiences pay for content, they simply would need to download the plug-in and share some basic demographic details. In the end, everyone wins.

“Podbridge is an audience measurement and advertising network service developed by a group of technology, media and advertising professionals, and funded by leading venture capital firms. Our goal is to offer media companies a measurable, reliable business model for podcasting, and to serve as a bridge between podcasters, advertisers and consumers, connecting them in ways that benefit all of them.

Podbridge allows podcasters to incorporate high quality content into their programs, without having to worry about costs; listeners won´t have to pay a subscription fee, and advertisers are better able to target their ads. Podcasting in general is gaining in popularity with over 17 million Americans having downloaded a podcast last year alone.

Podbridge, to some, might appear simply as more spyware; it does after all track what you´re listening too. Also, who really wants to hear ads? They´re on the radio, and they´ve infiltrated internet radio, do we really need more ads? Podcasts appeal to a mainly academic, affluent audience, which means that they´re probably not keen on the adverts, which also means that the revenue might not be as large as advertisers might wish.