Sector: podcasting advertising network
Headquarters: Mountain View, CA
Management: founder and CEO Murgesh Navar — Before founding Podbridge, Murgesh was at Silicon Graphics, Liberate Technologies, and Audiofeast.
Funding: Mayfield Fund and Worldview Technology Partners
Secret Sauce: Audience metrics. Podbridge says they can measure exact number of audience listens to a audio or video podcast, not just downloads. Also, audience profiles with demographics, listening habits and locations. Ads include spots from BBC and Clear Channel. Most ads are 15 seconds or less. Ads are sold throught Ronning Lipset Radio, an ad rep. “For podcasting to become a mainstream medium, it needs a business model to encourage content providers,” Navar said to ClickZ. “We aim to help our content partners generate revenue by providing the insight and accountability needed to attract advertisers.”
Seen and Heard: A podcasting FYI: Forrester Research says that podcasting is expected to reach 12.3 million households this year and that 42 million iPods have been sold with 29 percent of iPod users having downloaded a podcast. An interesting article by CNNMoney. A thorough explanation from Clickz.
