Frequently Asked Questions
- General questions
What is downloadable media?
Downloadable media is a digital media file (audio or video) that is distributed over the Internet using download methods including either a temporary (e.g. progressive download) or saved copy (e.g. direct download) to the user's local computer. Direct downloads can be transferred onto a devices for offline consumption.
An example of a direct download is a podcast. A podcast (as defined by Wikipedia) is distinguished from other downloadable formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS (Really Simple Syndication) or Atom.
Why the term downloadable media? First, the terms podcast and RSS are largely unknown and widely misunderstood. An eMarketer study found that only 13% of US Adult Internet users understood the term podcast. RSS was understood by an even fewer 9%. Second, podcasting was originally associated with audio-only files, and then terms such as vodcasting and vidcasting started to emerge in order to capture video. Confusing and awkward. And lastly, a piece of content can be directly downloaded independently of RSS - RSS being another characteristic of a podcast. So, with the help of the Association for Downloadable Media we look to promote downloadable media as a more useful term to the market.
Why publish downloadable media?
We believe downloadable media delivers the best consumer experience in terms of quality, control, and convenience. As the content is being directly downloaded as opposed to consumed 'live,' the content is typically of a higher-quality than most streaming experiences. RSS-enabled downloads (e.g. Podcast) allow users to subscribe and automatically receive updates giving them more control over their consumption. And since these are directly downloaded, they can be played in a time-shifted manner as well as played on an offline device (e.g. iPod, set-top-box), which gives users the ultimate convenience of deciding when and where to play the content.
Can a publisher advertise within downloadable media?
Absolutely. Download media is very attractive for advertisers given the targeting capabilities, available content, and desirable demographics. However, it is very important to keep the advertising fresh and dynamically rotated since this content can be consumed in a time-shifted manner. VoloMedia provides the best solution for dynamic ad insertion and rotation into downloadable media. We can also represent publishers to our array of agency and advertiser contacts.
Where is downloadable media consumed?
The majority of the consumption today is occurring on the PC within established media players such as iTunes with a growing number moving to offline media-enabled devices.
Does VoloMedia work with iTunes and the iPod?
Yes, and we recommend version 6.0 or later -- download it free at http://www.apple.com/itunes/.
Where are some examples?
Please check out Fox News, MSNBC, and Forbes.
What products and services do you provide?
VoloMedia provides advertising and audience measurement solutions for downloadable media. Our patented Virtual Media Bridge(TM) is the foundation and technology for the advertising insertion, dynamic advertising rotation, audience metrics, and reporting. Our reporting system is built with our unique DataPACT technology that focuses on reporting Presentation, Accuracy, Comprehensiveness, and Timeliness. We offer an online portal for anytime access for managing content and advertising campaigns as well as getting the latest reports.
VoloMedia technology can insert ads and gather metrics integrated at the network or on the client. Both solutions have similar ad insertion capabilities with the key differences being:
- The client agent is installed and runs on the users computer
- The client agent can track and report on actual content plays and views in addition to download measurements
About our company
VoloMedia is the leading advertising network for downloadable media, extending the reach of video and audio from the browser to the portable device. Our patented products and technologies enable dynamic advertising insertion and rotation, targeting, measurement, reporting and campaign management within downloadable video and audio, such as podcasts.
VoloMedia's products and services are utilized by some of the largest and most well known media companies, including MSNBC, Fox News, Forbes and Public Radio International, to unlock the value of their downloadable media by enabling advertisers to accurately reach and measure high-value audiences. Founded in 2005, the company is headquartered in Sunnyvale, CA and is funded by Mayfield Fund, Sutter Hill Ventures and Worldview Technology Partners.
What does it take to get started?
It's easy! Please contact us at info@volomedia.com or visit our website at http://www.volomedia.com.
- Advertiser questions
Who plays downloadable media (i.e. the demographics)?
Podcasts reach young, affluent, well-educated mobile consumers: over 60 million of them by 2010 according to eMarketer just in the US. And the audience is generally split 50/50 regarding male and female, however this adjusts depending upon the content category (e.g. news & information vs. science & technology).
What's the audience reach for downloadable media?
We estimate approximately 500 million downloads per month with iTunes commanding the majority of the market for downloads served (~ 70% according to TDG). Industry research projects a market growing at greater than 80%. Further research from The Diffusion Group (TDG) states that:
- Among those that listen to podcasts at least once per month, 68% use a portable device while 49% listen to them on a PC
- On average, users listen to 5.4 podcasts per month on a portable device and 4.7 on a PC
- On average, those who subscribe to podcast services are signed up for 4.1 different feeds
What type of content is being consumed?
We estimate approximately 60% of the content being downloaded today is audio. Video however is closing the gap fast. We expect an even 50/50 split between audio and video by the end of 2007 with video continuing to accelerate ahead of audio in 2008. Especially as the forecasted growth of online video consumption and advertising begins to materialize, we expect this to significantly accelerate growth within the downloadable media space.
According to eMarketer, the top 5 content categories (excluding adult, music, and radio), are Comedy, Science/tech, Audio blogs, Politics/government, and News.
How will I know when users have downloaded or played the ad?
Our network solution tracks and reports downloads while our client solution (PC or Mac) tracks and reports downloads and plays. And we deliver these reports through an online campaign management portal.
What information is captured?
- Accurate Downloads
- Number of plays (client agent is required)
- Demographics data (Age, Gender, Location)
- User behavioral data
- All defined metadata such as show names, categories, keywords, etc.
- All advertising campaign metrics such as start times, end times, etc.
Can I leverage my existing media or advertising systems?
Yes. Our system has been designed and architected as an open system with plug-in API's for integration into existing infrastructures. As an example, we have integrated our product within the Limelight, Akamai and Pando delivery systems with others on the way. Additional integrations with systems such as DART, a CMS, or other products are achievable leveraging our API's. For our current partner list, please visit our Partners page
What advertising formats does VoloMedia supported?
We currently support ad insertion anywhere inside the content based upon pre-defined cue's or timecodes. This includes pre, mid, and post rolls. Overlays and clickable advertising formats are on the road map. And we continue to experiment with the latest innovation, so please let us know which format/s you are using or plan to use.
Does VoloMedia decide where to insert the ads?
Nope - you can control ad placement with a "cue sheet" that's part of the RSS feed.
Why should I use VoloMedia for my advertising services?
VoloMedia measures actual ad impressions at the media player - not just downloads at the computer - with the demographics you need to justify the buy. VoloMedia also helps you target audiences and manage campaigns using familiar tools and terms.
- Publisher questions
What type of content works well for the downloadable audience?
This really depends upon on your target audience, but the most common downloadable categories include News, Music, Music videos, Comedy, Science & Technology, Radio, Lifestyle (e.g. food, art, and wellness), Sports, and Entertainment. Gaming is also a growing category.
Regarding duration, most of these shows are 1-hour or less. Highlights are in the 2-3 minute range, and shows are generally in the 5-40 minute range.
What formats do you support?
- Audio: MP3, AAC (m4a)
- Video: H.264, MPEG-4, Flash (FLV), WMV
Are you integrated with iTunes?
Yes. Using our iTunes client agent, are products are fully integrated within the iTunes environment.
Are you integrated with other products or technologies?
Yes. The Virtual Media Bridge(TM) is a plug-in architecture with available interfaces for many types of integrations. As examples in the market, we have integrations with the leading CDN providers in Akamai, Limelight, and Pando. Other integrations such as DoubleClick DART and Adobe Media Player are on the product road map. Please let us know your requirements!
Will I have to change where my content is hosted?
No.
Is advertising the best way to monetize my content?
We think so. More and more research has been done tackling this question, and all data coming back points to the users preference for free, ad-supported content. And our ability to dynamically refresh advertising ensures that while the content lifecycle might be moving on, the ads will always be fresh.
While there will always be a place for alternative models such as subscriptions, VoloMedia focuses on advertising.
Do I retain ownership of my content?
Absolutely.
Is there a change to the user's experience?
Yes. For publishers who want data and functionality associated with the client agent, the user must install our software on their PC/Mac one time. It's light-weight and takes a matter of seconds to install, and is a one-time requirement. For those publishers using the network solution, no user software installation is required.
Is there a change to the way I work?
Good question! Yes, but it's again simple and straight forward assuming you are familiar with RSS.
For the client agent solution with advertising, you provide the RSS feed that includes the defined ad cues. If the ad slots are not defined, we simply default to placing the ads at the beginning and ending of the content. We will need access to the server/s where the advertisements are hosted. We then produce a piece of code that you insert into your website where this content will be downloaded. And finally, we activate your portal account.
For the network agent solution with advertising and integration into one of our supported CDN's - a) you enable a VoloMedia account within the CDN, b) send us the RSS feed (as above with the client agent), c) grant us access to the server where the advertisements are hosted, and d) we activate your portal account.
How is VoloMedia different from other services?
VoloMedia is different because we:
- measure plays/views/listens, not only downloads - enabling you to provide your advertisers precise audience data they will trust
- connect you with leading advertisers
- keep you in control of ads placed with your content
- target with precision so users get more relevant ads
- provide a turn-key solution because of our integration with leading content delivery and hosting companies
- Consumer privacy and security
Do you have a privacy policy?
Yes, click here to view it.
What information do you collect?
Demographic information such as age, gender and zip code - but no personally identifiable information. Please read our privacy policy for full details.
Will you ever know the identity of the user?
No. We do not register your name, address, email or any other personally identifiable information.
Do you track what's being played?
Yes -- but only on content from VoloMedia content partners, and only if you have agreed to the VoloMedia Terms of Service for a specific podcast when you subscribe to it.
Do you use cookies?
We use session cookies on the volomedia.com website. These contain only a randomly-assigned session ID that is destroyed when your browser is closed. These cookies contain no personally identifiable information. If you visit our content partners' sites, they may use cookies following policies that differ from ours.
What about viruses, spyware, adware and security?
The "VoloMedia Service" - a small piece of software installed in your system tray - is secure, and checked periodically through the major anti-virus vendors. It announces its presence, and you may remove it completely at any time. It collects only information related to content from our content providers. We do not inquire, track or report on any other content you download or consume.
How cleanly do you uninstall?
When you uninstall the VoloMedia Service, we remove all of the files and associated environment and registry entries. We do not leave any residual information on your computer.
How do I contact you?
Please contact us through our Contact page.
