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Category: Podcasting

5 Questions for Gregory Galant – RadioTail

Published November 20, 2006

Gregory Galant is the CEO of RadioTail. RadioTail’s podcast ad network, advanced metrics and dynamic ad serving technology are used by media companies, ad agencies and advertisers to ensure that advertising in podcasts reaches the right audience and delivers a great return on investment. Greg first entered the world of podcasting when he founded Venture Voice, the leading podcast about entrepreneurship.

Greg has worked at Newlight Associates, a $120M technology venture capital firm, sourcing investments and managing deal flow. Greg was an associate producer at CNN.com where he analyzed the latest trends in citizens’ media. In 1996 at age 14, Greg started Halenet, Inc., an award-winning Internet strategy firm. Greg founded the Young Professionals Chamber of Commerce in 2000 to engage students in the business world. He’s been the teacher of its entrepreneurship workshop for high school and college students for the past six years. Greg graduated Emory University with a degree in philosophy. He has been featured in The New York Times, the Venture Capital Journal, The New York Daily News, MarketWatch, Catherine Crier’s WOR radio show and News 12. The Suffolk Nassau Chamber of Commerce named him the 2003 “Entrepreneur of the Year”.

One Degree: Your new venture, RadioTail is focused on using podcasting as a new medium for advertisers. What are some of the issues marketers face when they want to market on other people’s podcasts?

Advertising in podcasts is an unprecedented opportunity for marketers to reach a targeted and highly engaged audience. The largest issue for marketers in podcast advertising is making sure they understand the medium they’re advertising in. Advertisers were able to get away with long and obnoxious ads in TV and radio for years. Podcasting is changing the game overnight. Effective podcast advertising demands short creative that speaks intelligently to a sophisticated user base.

One Degree: I worry a bit about social media as a marketing tool. So many marketers are looking for ROI and accountability in general and marketing in social media seems to go against the trend. How do you reconcile the drive for ROI driven marketing with social media?

Marketers looking for ROI would be well advised to embrace social media. In addition to all the metrics online advertising has always offered (e.g. reach, frequency, impressions), social media can be measured on engagement based on factors such as reverse links, comments, subscribers and outbound clicks. Prior to the rise of podcasting and other forms of rich media on the web, the only way rich media advertisers could reach consumers was by buying ads in TV or broadcast radio. Both use surveys or diaries to measure audience. That’s not a very accountable medium. Podcasting on the other hand offers so many metrics since each download can be tracked, that the largest challenge is to know what metrics to pay attention to. That’s a much better problem to have if you’re a business focused on ROI.

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5 Questions For Crayon – A New Marketing Company

Published November 14, 2006

Crayon is billing itself as “A New Marketing Company.” It is the brainchild of Life After The 30-Second Spot author, Joseph Jaffe (who also happens to Blog over at Jaffe Juice and Podcast over at Across The Sound). Jaffe is joined by the For Immediate Release co-hosts, Shel Holtz and Neville Hobson, along with Podsafe Music dude, C.C. Chapman (who also recently launched his own marketing Podcast, Managing The Gray). One Degree fired them each a question and then got them all to answer a final one together. Here’s what they said… The first question should be why was I willing to help promote a marketing agency that is not Twist Image (my own)? It’s a great question if you didn’t know that I consider the principles of Crayon to all be personal friends. We’ve even managed to meet in person on more than a handful of times. It’s that kind of social media power that led Joseph Jaffe, Shel Holtz, Neville Hobson and C.C. Chapman to not only launch their new agency, Crayon, together, but they are running their head office out of Second Life (which seems much easier than trying to get people from Connecticut, Massachusetts, California and England all in a room at the same time). Crayon launched with a significant amount of fanfare – which took place in Second Life, but for now, One Degree stuck with some real life questions.

One Degree: Why does the world need Crayon?

Joseph Jaffe: The world needs honesty, integrity, transparency, conversation and community. If crayon can play any part in helping make that a reality, I would consider myself as having been successful. There is a “collective consciousness” which is rising at an unprecedented rate. People want to make a difference. People want to focus on the stuff that matters. Selling stuff will always be important but not at the expense of humanity. That is what crayon is all about. Helping brands stand for something that counts…eliminating the fluff, false promises and hyperbole and in its place, create relevant and meaningful context and experiences. And if the world needs that, then hopefully the world will need Crayon.

One Degree: What do marketers need to know about Podcasting?

C.C. Chapman: They need to realize know that podcasting is a direct connection to the eyes and ears of their consumers and the population at large. It’s appointment based consumption of audio and video that is controlled and selected by the individual. It’s easier to push the skip button then it ever was to change the channel, so it’s critical that the content be engaging and appropriate to what the consumer was told it would be. You only get one chance to do it right so take the time to play it out ahead of time and then push forward.

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