Audible introduces a tool for measuring who is listening to podcasts and ad impressions within the audio show. The beta product, Audible Wordcast, debuts as a set of tools for inserting ads into podcasts, auditing audiences and sales purposes. It will transform existing thoughts that tracking podcasting is next to impossible.

“A podcaster could see only three downloads, but have 10,000 listeners because the podcast has been emailed to that many people,” said Audible spokesperson David Joseph. In its initial iteration, Wordcast can measure the pass-along listener base.

The technology is using .AA audio format, which is playable on most portable devices and many popular music player software.

Audible will add the ability to measure how far podcast listeners got into the podcast, of which this information should be helpful for track ad impression and revenue.

“The advertiser can say where he wants his ad placed, whether up front or later in the podcast,” said Mr. Joseph. “We can help Clear Channel, for example, build a rate card. Not only will they know how many people downloaded the podcast, but whether they stayed with it long enough to hear the ad.”

Wordcast should fit into both small businesses and small media budget, with it cost of $.05 per download and $.01 per ad inserted into podcast. Considering the information they can get from it, $5 CPM is affordable.

“Today it’s tough for content providers to build a rate card because they don’t know where their content is going, who is listening to it, and how long they are listening to it,” said Mr. Joseph. “Today we have the who is listening, and next quarter we will have the how much of it they are listening to.”

If Audible is successful, this will be the first time there are hard numbers for advertising metrics in podcasting.

Source: Red Herring.
Also read: podcast advertising.

To easily receive updates on podcast and podcasting articles, subscribe to Podcasting Scout today.