• by Phil Leggiere , July 20, 2006

Though it's garnered a massive wave of attention, the phenomenon of podcasting has remained a minuscule force, accounting for less than one-half of 1 percent of online ad spending this year, according to eMarketer. This spring Pod2mobile introduced a set of solutions designed to address this disparity.

Building on the company's proprietary software, which enables podcasts to be delivered to mobile devices, Pod2mobile's automated serving for pod ads allows publishers, agencies and advertisers to insert 20-second audio ads before podcasts. In addition, users of the product can track who heard each ad, as well as where and when it aired. Pod2mobile also offers advertisers the ability to create and manage ad campaigns, and target podcasts by subject category, day part, or even demographically.

Concurrently, as part of its acknowledged plan to become the "AdWords" of podcasting, Pod2mobile is developing a network of podcasters through which advertisers can sell month-long sponsorships of particular podcasts.