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Sat, January 12, 2008
Here is a new advertising opportunity that may be an interesting way for live entertainment productions to reach its target audience. Advertising via podcasts.
This past week, a company by the name of Wizzard Media unveiled a new technology that allows advertisers the ability to "dynamically" insert advertising messages into breaks in both audio and video podcasts. It will enable ad messages to be placed organically within the natural programming of the podcasts as opposed to just the the kind of "pre-" or "post-roll" spots that now appear at the beginning or the end of programs. So, in the middle of a podcast you may begin to hear more advertising than you are used to.
Overall, I like the concept of it. Podcasts are generally a good way to target niche audiences and I would assume the costs would be reasonable. The biggest issues I’ve always had with advertising through podcasts has been the cost structure and tracking capabilities. Is there a cost-per-view, cost-per-acquisition or simply a fixed cost. Just because somebody downloaded the podcast in no way means they actually watched or listened to it.
Tons of questions but tons of potential opportunity. Will keep you posted if anything comes of it.
Read On
Fri, July 28, 2006
More than 9 million Internet users in the United States downloaded podcasts to computers and mobile devices last month according to a new report released by Nielsen Analytics. In a study with 1,700 respondents, ten percent said they download eight or more podcasts a week. And of the podcast users, 38 percent said they listen to the radio less because they're listening to podcasts.
The other key statistic you should keep in mind is that more than 75% of all podcast users are male.
Click here to read more
Mon, June 19, 2006
CNN.com is about to launch six new video podcasts aimed to recruit younger viewers. What's interesting is that they are actually 'investing' in podcasting (rather than just recycling content) by creating footage exclusively for four of the podcasts.
To me, podcast - schmodcast... CNN better hope the content is engaging enough to a younger base or this will fall flat on its face no matter how the content is delivered.
Click here to read more.
Thu, June 01, 2006
According to the writer of this article we found, "If ever there was a next big thing in online advertising, this is it." Personally, I don't agree with that statement but it is clear that the podcasting market is rapidly expanding. With that expansion has come a new opportunity for advertisers - sponsoring/advertising on podcasts. First, they are very targeted. Second, they are most likely very affordable right now as the market has yet to really hit the mainstream advertising world.
Click here to read more about podcast sponsorship opportunities.
Sat, April 08, 2006
Well, right now, not so big.
The hype of podcasting is beginning to slow.
According to a new report from Forrester Research, the growth of podcasting has so far fallen short of its great expectations.
- only one percent of connected North Americans use podcasts on a regular basis.
- 73 percent of people say they've never heard of podcasting and don't care to learn more about it.
Ouch.
Now, this doesn't mean that podcasting won't continue to grow or that it's not a targeted marketing channel.
To us, this simply illustrates how the hype has clearly exceeded the reality. A common issue in the online advertising space.
Proceed with caution in developing your podcasting initiatives.
Click here to read the story.
Sat, March 11, 2006
So, the research clearly indicates that podcasting has a long ways to go before it becomes a mainstream medium, but at it's current rate of growth it is poised to become an attractive outlet for advertisers and marketers.
Despite all the hype surrounding podcasting, eMarketer estimates that just 3 million Americans are active podcast listeners, and a total of 10 million people have ever downloaded a podcast to date. By comparison, the report estimates that U.S. broadcast radio still reaches close to 200 million Americans.
According to the report the podcast listening audience could be as large as 80 million by the decade's end.
Despite the current smaller market of prospects, podcasting can be an extremely cost-effective route to reach new audiences. Apple's iTunes gives you a stage to market to their millions of users for free. You just need to provide the relevant, compelling content and listeners will follow.
Thu, December 08, 2005
According to a new study, total media consumption increased throughout Europe in the past year and the Internet made the highest gains. So, this leads us to believe that Internet marketing will be a key channel to reaching international tourists.
Some statistics from the report include...
"Twenty-nine percent of Internet users polled download music at least once a month. Thirteen percent regularly contribute to online blogs. Monthly podcast downloads are conducted by 12 percent of Europe's Internet users."
Click here to read more from the study.
Thu, September 29, 2005
I love this story. Here is a study from London that looks into the everyday buzz builders and their tech savvy.
"A survey of British taxi drivers, pub landlords and hairdressers -- often seen as barometers of popular trends -- found that nearly 90 percent had no idea what a podcast is and more than 70 percent had never heard of blogging."
In addition, I just love this quote...
"Our research not only shows that there is no buzz about blogging and podcasting outside of our media industry bubble, but also that people have no understanding of what the words mean. It's a real wake-up call."
Click here to read the complete story.
Fri, September 23, 2005
AOL has followed Apple's lead into entering the podcast market. AOL will now begin hosting a directory of searchable podcasts which will help fuel this rapidly growing technology.
What's even more impressive is that they partnered with a technology company that actually allows you to search through the spoken words on the podcast. In other words, you would be able to do a keyword search for statements made during the podcast. Now, that's impressive.
We will continue to cover podcasting because we are confident that this will become a very useful marketing tool for the theatrical industry. We have a few projects we are testing now and will report the results when they are available.
Click here to read more about AOL's launch.
Mon, August 01, 2005
Podcasting, or 'radio on demand', is a red hot (probably over inflated) topic. Here is a good article on the ins and outs of the topic to get you up-to-speed on this new technology.
Click here for more.
Wed, July 20, 2005
It hasn't taken long for the release of podcasts on iTunes to have its effect on the market. The demand has been so high for many podcasts on iTunes that many providers have pulled their podcast programs due to excessive overage charges on their bandwidth.
So, once again, the Internet provides a new way of communicating with potential customers. Now we must figure out a way to use this technology in a way that balances the cost.
Click here for the complete story.
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