Podtrac today announced the Podtrac Media Planner, a new online service designed to demistify advertising in podcasts and serial video clips by helping advertisers learn about audio and video podcasts, view demographics and reach, and sample more than 4000 audio and video podcasts.

According to Podtrac, the serial nature of audio and video podcasts provide both advertisers and audiences with predictability in the type, quality, length, periodicity, and format of serial online audio and video content. When cross referenced with the company’s database of podcast listeners and viewers, indexed to Mediamark‚Äôs Survey of the American Consumer (MRI), podcasting and the company’s Media Planner offer advertisers advanced targeting and predictability regarding the attributes of the audience using each audio or video podcast.

To use the Podtrac Media Planner, advertisers log into Podtrac where they can search podcasts based on key word, content, or demographics, sort podcasts by reach or demographic fit (via the Podtrac Audience InsightsSM Survey indexed to Mediamark’s Survey of the American Consumer, MRI), build lists of podcasts which deliver desired audiences, and share the information with associates and clients. Based on specific advertiser interests and targets, Podtrac can build a custom media plan that leverages and expands upon the initial podcast selections, as well as a campaign’s specific objectives. The service is free to advertising agencies and advertisers.

“Podcasting and serial video clips are the next wave of on-demand, creative, entertaining and informative programming. We are committed to make it easy to reach targeted audiences through advertising in audio and video podcasting and serial video clip content,” said Mark McCrery, Podtrac’s CEO and Co-founder. “The Podtrac Media Planner is the first one-stop venue for advertisers to learn about, research, and share podcast selections, demographics and reach, and is designed to provide agencies with the detailed information they need to advertise with confidence in quality serial audio and video content. Podtrac develops custom media plans, executes the campaign, and measures results,” said McCrery.

“The Podtrac Media Planner has been designed to enable advertising agencies to easily, quickly and from one location learn about and share information about podcasts and serial video appropriate for their advertiser’s brands,” said Robert Freeland, CTO and Co-Founder of Podtrac. “Supported by the Podtrac Verified Measurement System and Podtrac Audience Insights Demographics, the Podtrac Media Planner provides the opportunity for podcasts and serial video advertising to become a ‘must have’ part of advertising campaigns.”