• by Tameka Kee , December 5, 2007

Online jeweler ICE.com announced that it has tapped the Personal Life Media network to launch its first podcast ad campaign.

The campaign features 30-second audio spots in more than 10 of the network's most-downloaded shows, as well as personal endorsements from the host during each show. In addition, the package includes "Pinny's Picks," a set of 2-minute advertorial interviews with ICE.com CEO Pinny Gniwisch.

In the spots, Gniwisch will discuss the "right" kinds of jewelry choices for holiday gifts, and they will run at the end of Personal Life Media shows like On the Minds of Men, Just for Women and Aging Gratefully.

The ICE.com-sponsored shows will also feature unique promotional discount codes that listeners can use on the Web site, which will also enable the Montreal-based jeweler to track the overall effectiveness of the podcast ads. Personal Life Media sells the ads at a standard $50/CPM.

Gniwisch has no qualms about venturing into the relatively uncharted waters of advertising via downloadable media. "Podcasting is the newest medium to emotionally engage consumers," Gniwisch said. "I look at it this way: Apple has sold more than 100 million iPods, iPhones sales have been over the top and more than 300 million copies of iTunes have been installed. With just those figures alone, it's clear that I have extended my advertising dollar into a new area and have expanded my customer reach."

Susan Bratton, CEO of Personal Life Media, notes that ICE.com's Gniwisch is the kind of company executive that she seeks to cut deals with. "Our profile is advertisers who like to try the next thing, who want to take risks and be flexible with us." Bratton said.

That flexibility means working with Personal Life Media to decide whether to run campaigns that drive traffic to an 800-number or a landing page, among other options. Bratton added that the podcast network currently boasts some 64 unique campaigns from "a dozen advertisers," including tech firms, personal care brands, and an interactive ad agency.

The Los Altos, Calif.-based digital media company offers more than 20 free weekly audio programs that focus on intimacy, relationships and "socially conscious" topics including ecology, life coaching and spirituality.