Man, eMarketer is getting good press for a report that not only doesn't come out until the 22nd, but seemingly has the plot twist already out of the bag (nope, I still haven't seen the report – they promise it to me Thursday). BusinessWeek picked up the story now and well, there are some real holes in the “Google Adwords for Podcasting” theories that I thought I might mention.
First of all, Google is failing miserably in the audio realm. Not only do they have no understanding what a Podcast is (at least the Google Base team) but their purchase of Dmarc has resulted only in the top execs departing (after a rumored frustration with their purchase price via the YouTube purchase price). Obviously, Google can learn what Podcasting is and hire back some smart people, but they haven't “started' well.
Finally, and this has been my beef all along, the numbers for random insertions will never ad up.
A show with numbers that make an ad strategy viable will never let a computer program insert random ads on their behalf for a piece of the action. There are plenty of ad sales type who can pull better numbers (even after their commission).
A show without the numbers to make an ad strategy viable aren't gonna work with a complicated ad insertion system to make no money.
But Paul, aren't these the same with Adwords/Adsense?
Yes, that “automation” could be part of a Google audio ad insertion engine but the numbers still aren't there.
Show me an advertiser that wants to generically market to Podcasts with listening audiences of dozens.
I have several sites where I'd lose a great deal of money if I replaced my affiliate opportunities with Adsense. So, guess what … I don't.
Adsense makes sense in certain markets and sites. That is where it does well.
I can't find a Podcast scenario where a Google audio ad insertion would make sense. Can you?