Mobile Magistry

2 pieces of interrelated news behind this post:

1) The launch of iTunes 4.9 w/Podcasting

2) Lexus’ sponsorship of a 26-week, exclusive deal with NPR-affiliate KCRW's podcasting offering.

According to Ad Age, 22 million Americans now have MP3 players (read: iPods) which is hardly a niche audience anymore. The iPod (which is to MP3 players what TiVo is to DVR’s) is as mobile and accessible as a cellphone and for that reason alone, is arguably the one “medium” that is constantly with a consumer – and often in the hardest to “reach” places i.e. on the road, in the air, under the ground etc.

Many feel that iPods are as much a threat to terrestrial radio as is Satellite Radio, but in Podcasting, we might just be witnessing the kind of shot in the arm for radio as is being witnesses with video on the Web (with respect to complementing/supplementing traditional television commercials)

The third screen has become synonymous with mobile phones, but the third location (other than work and home) is the MP3 device, capable of transcending any media obstacle or cacophony of advertising clutter. So how then should advertising have a place in this new value proposition? For three reasons:

1)    As per Life after the 30-second spot…consumers aren’t as dumb as they used to be, meaning they’re smarter than we often give them credit (shame on us) and for this reason, they understand the implicit and symbiotic relationship between content and commerce(ials)

2)    This is an influential/progressive audience base, who again would get this…

3)    There is none of the usual clutter (number of ads, number of repetitions) which has played a major role in turning consumers off radio en masse. In other words, one message per nugget of content (as an illustration) seems bearable

Lexus’ sponsorship for example – and for this reason – reaches the right person (influential, opinion leader, demographically and economically viable) in the right place (everywhere), time (on the road) and hopefully with the right message (creative)

The exclusivity of the sponsorship also presents Lexus with a much needed (and deserved) respite and differentiated vantage point.

On a separate note, the fact that iTunes gained over 1 million new subscriptions following the announcement of their Podcasting offering is a huge testament to both the power, potential and upside associated with reaching the “captive” mobile consumer (and the emerge of a new class and even mass of consumer), as well as the role that radio has in consumers lives. In essence, it’s validation that established radio publishers/brands still have a defined role to play. And to a lesser degree, an opportunity for advertisers to help enable this platform/space - if and only if – they don’t abuse it and make the same mistakes as in the past.