Standardized measurement is the solution to podcasting's "unique measurement problem," Bryan Barletta posits in this week's Sounds Profitable.
Barletta compares measurement solutions in other media to support his point.
- The "measurement problem" in question here is not unique to podcasts but instead experienced by audio channels including Broadcast Radio and Streaming Music.
- Currently, a podcast's number of downloads is the metric that is used on all sides of podcast ad-buying conversations. The article posits while downloads is not a "bad metric," it requires a standardization. Essentially, all stakeholders in podcast ad buying should have the same definition of downloads.
- Barletta reminds us that even though podcasting seems to focus on defending the measurement issues, we should remember that the industry has built something "truly amazing" with tools at our disposal.
- This is just a summary. Read and listen to the complete article here.
