Raw Voice CEO Todd Cochrane has introduced the company’s Podcast Advertising Campaign Management System (PACMS), a tool for managing podcast campaigns from proposal to completion.

Cochrane explains how it works:

• “A podcast advertising campaign typically starts with a request for proposal (RFP) from a media buyer or advertiser. With the RawVoice PACMS, we enter the requirements of the buy into the new system.
• Using data sets we have internally, including media statistics, survey sampling, demographic information, show content and other info, we are able to determine instantly what shows are best suited for a specific advertiser. This allows RawVoice to submit a concrete, detailed, unique proposal.
• Once the actual insertion order comes in from the media buyer, we post the campaign requirements to the selected podcasters through the campaign account management system; the content creators then review the requirements and sign off on the campaign.
• From that point the podcasters can access all of the campaign deliverables, aka banners, scripts, etc., via their campaign management account. This allows podcasters to review campaign requirements as needed and allows us to issue updates throughout the campaign.
• In a few weeks, we will make available the ad reporting system, which will be tied directly to each podcaster’s statistics account. This allows instant auditing and, more importantly, allows for quick billing to the vendor and fast payment to podcasters.”

“This meets a long term goal — to have processes in place that allow RawVoice to execute highly complex podcast advertising campaigns in a matter of hours,” Cochrane says. “We have invested heavily in technology that gives us the data sets needed to reach the exact demographics media buyers and advertisers are wanting to reach.