I have often referred people to the Common Craft video explaining Twitter. Now they have published an episode for podcasting:
After much anticipation the ADM (Association for Downloadable Media) has released two proposed guidelines and standards: Advertisement Unit Standards and Downloadable Measurement Guidelines. Both documents (available here) weigh in at just 3 pages and are open for public comment. If the new media advertising space is important to you I suggest you pay attention, the ADM presumes to speak for you. That said, I have to tell you, I read them both and wondered where was the rest – the important part? Looking at the “Downloadable Measurement Guidelines” I can sum it up in three words “use Apache logs.” We’ve always know that, what a let down.
What the ADM completely avoided (and it appears this is intentional) is the huge elephant standing in the corner of the room: what counts as a listen/view? Does 33% file delivery count for delivery of a pre-roll? 60% for a mid-roll? Is 100% file delivery required to count as a “complete” view/listen? How are automated downloads counted, i.e. what discount metric is used for iTunes subscriptions to determine a consumption metric over delivery? How are multiple requests from a single IP address counted? All of that, the important part, is left up to the company or producer you are dealing with. Put simply, we are exactly in the same spot as before: use your Apache logs.
When I see “standard” and “guidelines” I expect just that but these documents completely miss the mark. I don’t know if they expect the producer community to provide the important part via the comment period or if they will just completely avoid it.
This is a simple leadership issue. There are some smart folks at the helm of the ADM, but I was surprised that they allowed these documents to be released as their first “official” step into the arena. The ADM has been terrific at PR, but that is not their core responsibility, this stuff is. Bottom line, the ADM needs to take a stand, put up with the flack and develop a complete standard. It won’t be friendly, people will have cross words and it might upset some of the “Board of Advisors” and “Committee Chairs” who have proprietary approaches but that is the real work that needs to be done. When it comes time for the heavy lifting – the ADM can’t drop the ball like this.
Now granted, I’m not a member and I didn’t run for the board. When asked, I chose not to, only so many projects I can do at one time. I take this stuff seriously and only agree to participate when I know that I can give something the attention it deserves. Believe me, this stuff is important. I know in some sense I’m being critical when I could have contributed. But to be plain, these documents are open for public comment – I hope they’ll consider mine.
I’ll be at the Podcasting Summit this weekend. If you are there stop by for one of my sessions:
I plan to drop by both the Disney & the Content Creator parties on Sunday night and I’ll be on the show floor Monday. Look me up or follow on Twitter.
It has certainly been a busy week for award related announcements at GrapeRadio. This morning it was revealed that GrapeRadio is a recipient of the 2008 American Wine Blog Award in the best podcast or videoblog category.
Just as with last week’s announcement of nomination for the James Beard Foundation Award, my congratulations once again go out to my hard working partners at GrapeRadio. Great work guys!
For the second year in a row GrapeRadio.com has been named as a finalist for the prestigious James Beard Foundation Award. To put it in perspective, this is kind of like finding out the Academy of Motion Picture Arts and Sciences likes your “little” movie. We have been selected this year in the category of Video and Webcasting for our short documentary: Stewards of the Land.
The credit for recognition such as this belongs to my partners in the enterprise: Brian, Jay and Eric who do the day to day heavy lifting that makes GrapeRadio what it is.