Today a press release was issued that announced the formation of a new “Association for Downloadable Media” (ADM). 

Comprised of influential podcaster companies (Podshow, Podtech, etc.), one tech giant (Apple), a PR firm (Porter-Novelli), and, a smattering traditional media (NPR) and measurement companies (Nielsen/NetRatings), the ADM’s mission is:

“to develop standardization of audience measurement and advertising for downloadable media.”

This is a worthy goal.  There are tons of iPods out there, millions of iTunes users, and, technologies like the new RealPlayer that allow users to rip and burn video content on-the-fly.  I suppose you could even count Video On Demand in this category.  (Disclosure: Real is a SHIFT client.)

In other words, there’s a whole lotta downloads goin’ on.  To be able to standardize some metrics around how to “count” the media value of this activity could lead cautious marketers to view “downloadable media” as a legitimate outlet for advertising.

But ADM – which says it will work in concert with established players like the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (AAAA) – faces some challenges… 

First off, from IAB and AAAA themselves: one could surmise that the formation of the ADM came about via frustration with a lack of leadership on downloadable media measurement from these august standards bodies.  Will IAB and AAAA play nice?

Next, from the measurement vendors: if Nielsen/Netratings (an ADM founder) helps form policy on how-to measure the media value of downloads, will it necessarily be open to ideas from competitors such as Cymfony/TNS, et al.?

Lastly, one could ask if “downloadable media” (a clunky term) will not ultimately fade into the wider world of media? 

“Downloadable” is a method of distribution, with no bearing on media type.  As broadband connections proliferate (along with our overall options for media consumption), streaming media may become a bigger part of the equation, and could dampen enthusiasm for ADM’s niche efforts.  (Disclosure: Akamai is a SHIFT client.)  

For now, though, I applaud what ADM is trying to accomplish, and wish ‘em well.

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