CAMBRIDGE, Mass. – November 20, 2006 – PodZinger (www.podzinger.com), the world’s most powerful audio and video search engine and online advertising network, today announced the results of its proprietary research into consumer behavior and online video advertising viewing preferences. The study’s key findings reveal that not only will consumers tolerate advertisements that appear during their search for online audio and video content, they willingly accept that short 10 to 15 seconds ads, are “part of doing business” on the Web. PodZinger’s research findings underscore the need for brands and marketers to view online advertising as a new and distinct initiative, not merely as an extension of paid text advertising or television advertising. This research was conducted prior to the recent launch of PodZinger’s video advertising platform to ensure that consumers would be receptive to advertisements on the popular search engine’s site.

PodZinger’s research examined consumers’ attitudes, usage and acceptance of online video advertising. To gauge viewer reaction to the length and format of video ads, PodZinger commissioned market research firm Pathfinder Innovation to conduct one-on-one interviews in three major U.S. markets including Cambridge, Mass., Chicago and Los Angeles. In addition to featuring a comprehensive set of in-depth questions, consumers were presented demonstration sites to gauge their reaction to the length and format of video ads. The research revealed that consumers prefer 10 to 15 second ads in comparison to the typical 30-second television commercial. However, many expressed concern about the frequency of video ads, which, unlike banner ads, were considered “annoying” if repeated too often. Almost three-quarters of respondents viewed search-relevant advertisements positively and many viewed this as a unique level of web-site personalization.

These results, in combination with aggregated consumer behavior statistics for online content, further emphasize the importance of streamlined, targeted, non-intrusive video advertisements. By recording what audio and video content is played most frequently and examining the vast library of searchable content on PodZinger, the company captures unprecedented information, providing advertisers an in-depth view of what content consumers are interested in most. PodZinger also examined behavior patterns of consumers on www.podzinger.com to set the baseline for consumer behavior, discovering that:

• Consumers typically play only 15 percent of an entire online video or audio, which are 7.5 minutes and 22 minutes in length, respectively.
• Consumer attention span for online video is much shorter than audio – one minute vs. three minutes on average.
• Consumers are more likely to play content online than they are to download it by a factor of almost 6 to 1 (5.7 to1).
• Of all the categories tracked by PodZinger, five of these, including entertainment, technology, news and politics, music and sports, represent approximately 85 percent of all online activity (Table 1). Additionally, online activity does not track to the volume of content available, e.g. entertainment represents 36 percent of all online video play, but only 6 percent of available video.

Audio	% of Total Plays	Avg Play Time (min)		Video	% of Total Plays	Avg. Play Time (min)
Technology	24%	3.16		Entertainment	36%	0.92
Music	18%	1.93		Technology	24%	1.29
Entertainment	18%	4.55		New s& Politics	15%	1.05
News & Politics	15%	2.70		Music	8%	1.52
Sports	8%	31.6		Sports	5%	0.85

Most Played Categories of Online Content, September 2006, www.podzinger.com Table 1.

Through speech-to-text technology, PodZinger automatically classifies all audio and video content and is able to tailor advertising based on this information. By recording the length and frequency that audio and video content is played, PodZinger is able to identify which content is more valuable based on the actual usage aggregated from consumers. Through the combination of PodZinger’s classification technology and data analysis algorithms of video advertisers, for the first time, advertisers are able to deliver relevant brand messaging in online video and audio content.”With Internet video consumption surging, advertisers are clamoring for a best-in-class solution for delivering branded and relevant online messages.” said Alex Laats, CEO of PodZinger. “To accomplish that, it is essential to develop a deeper understanding of what consumers are watching and listening. Our technology uniquely allows PodZinger to connect advertisers to consumers based on consumer intent, and the response in the marketplace has been overwhelming.”About PodZinger
PodZinger is the leading audio and video search engine and advertising network for brands, content providers and consumers. With PodZinger, consumers are able to find the most relevant content, content creators can monetize their online audio and video assets and advertisers can more effectively deliver their brand messages.PodZinger, based in Cambridge, Mass., was recognized as the Best Web 2.0 Application in 2006 by the Massachusetts Innovation and Technology Exchange. PodZinger can be found at www.podzinger.com and through its network of affiliates.

###

Barbara Loonam	Kelby Troutman
PodZinger	Racepoint Group, Inc.
617-873-7655	781-487-4610
bloonam@bbn.com	ktroutman@racepointgroup.com

	Latest Updates
	Xconomy - 1/10/08 - Microsoft Passed Over Local Enterprise Search Firm Endeca Before Acquiring Norway’s Fast InternetNews - 1/9/08 - Will Microsoft’s FAST Buy Pay Off Long Term? Reel SEO - 12/30/07 - Google 411 - Future Plans for Video Search CommTopics - 12/11/07 - EveryZing: Audio & Video Text Search Wireless Speech Recognition - 12/08/07 - Speech recognition & AI, formatting your to-do lists? Alt Search Engines - 12/07/07 - CEO Spotlight on EveryZing’s Tom Wilde Reel SEO - 12/03/07 - EveryZing = Video SEO Solution for Media Companies Reel SEO - 11/15/07 - 2008 and Future Video Value Chain Predictions

CAMBRIDGE, Mass. – November 07, 2006 – PodZinger (www.podzinger.com), the world’s most powerful audio and video search engine and online advertising network, announced today that the Cato Institute has selected PodZinger to power audio and video search capabilities on its Web site www.cato.org.  Cato’s partnership with PodZinger will allow the renowned Washington, DC-based think tank to provide its audience with improved access to information contained in the daily podcasts the Web site promotes.  Specifically, PodZinger will provide audio and video search capabilities for Cato’s Events Podcast, Daily Podcast and the entire library of archived podcasts, enabling users for the first time to easily search the contents of these files for specific topics of interest.

“For listeners of our podcasts, the ability to search by keyword or topic is likely to enhance their experience, and I suspect encourage greater use of our podcasts by a national and international audience. This all supports our mission of broadening public debate on questions of public policy and the proper role of government,” said Jamie Dettmer, the institute’s communications director. “We are the only major think tank in the world that is currently offering daily news podcasts, and the uptake by the public has been extraordinary. We are delighted to have the assistance now of PodZinger.”

Cato joins the growing, diverse network of content creators that are utilizing PodZinger’s innovative technology to increase their contents’ value by enabling users to perform in-depth research of audio and video content.  Founded in 1977, the Cato Institute seeks to broaden the parameters of public policy debate to allow consideration of the traditional American principles of limited government, individual liberty, free markets and peace. Toward that goal, the Institute strives to achieve greater involvement of the intelligent, concerned lay public in questions of policy and the proper role of government.

PodZinger uses speech-to-text technology to create a text index of the audio, which enables users to find content anywhere within both audio and video podcasts and jump directly to the point where their keyword is spoken.  For Cato and others, PodZinger makes audio and video content more accessible, thereby improving the user experience and generating more exposure for visitors looking for the best online content.

“Many organizations like the Cato Institute have extensive libraries of audio and video content containing valuable information,” said Alex Laats, PodZinger’s CEO.  “PodZinger is able to connect the public directly to insights and commentary on public policy and politics around the world, helping individuals become more informed about issues affecting their daily lives.”

About Cato Institute
The Cato Institute was founded in 1977 by Edward H. Crane. It is a non-profit public policy research foundation headquartered in Washington, D.C. The Institute is named for Cato’s Letters, a series of libertarian pamphlets that helped lay the philosophical foundation for the American Revolution.

About PodZinger
PodZinger is the leading audio and video search engine and advertising network for brands, content providers and consumers.  With PodZinger, consumers are able to find the most relevant content, content creators can monetize their online audio and video assets and advertisers can more effectively deliver their brand messages.

PodZinger, based in Cambridge, Mass., was recognized as the Best Web 2.0 Application in 2006 by the Massachusetts Innovation and Technology Exchange. PodZinger can be found at www.podzinger.com and through its network of affiliates.

###

Barbara Loonam	Kelby Troutman
PodZinger	Racepoint Group, Inc.
617-873-7655	781-487-4610
bloonam@bbn.com	ktroutman@racepointgroup.com