When Kiptronic, a podcast advertising network, announced their key growth metrics for the Kiptronic Podcast Marketplace, we probably can learn something from the numbers. In my opinion, there is no surprise because the company is not growing at a substantial rate.

But still, the future looks promising for podcasting advertising.

Just about five months after the launch, the company has grown to include:

• 130 advertisers
• Over 450 podcasters representing 15 million monthly downloads
• Daily growth of over four podcasters since the system launched

Kiptronic’s ad insertion technology allows the podcasting community to add sponsorships to their content at their pace while providing advertisers with a central exchange where they can connect with the topical podcasts they’re interested in. The Kiptronic Podcast Marketplace(TM) provides an open approach to developing sponsorship programs that allows the podcaster to stay in control of their content and what type of advertising runs on their podcasts.

Playing with the numbers
Those numbers translate into the following average:

• There are more than 33,000 monthly downloads per podcast. Considering that the technology has been around for just two years, that numbers look promising.
• One advertiser has the potential to access more than 115,000 of unique listeners. Of course, that is very inaccurate but I am just showing how lucrative advertising in podcasts can be.

Yes, I know, not all downloads translate to actual listening, of which we need more accurate research data to find that out. But up to this level, we can conclude that podcast advertising is gaining its momentum.

Source: BusinessWire.
Reference: Libsyn and Kiptronic enable podcast sponsorship.
See also: Podcast Advertising.

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