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Sales Marketing
Bringing sales marketing news from around Berkshire |
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Podvertising – the New Advertising Medium
Podvertising – or advertising on Podcasts – is being hyped as the next big thing in advertising, despite some advertisers expressing some concern over the effectiveness of the medium.
Podcasts are audio broadcasts specifically created for playback on portable MP3 players – including the iPod (hence the name). As Podcasting becomes more and more popular, advertisers are recognising the potential offered by the medium, and Podvertising is beginning to filter into the mainstream.
Podcasting does throw up a number of challenges to would-be advertisers. Firstly, licensing issues for music tracks and secondly, lack of accurate audience statistics. Although podcasters can measure the number of times a Podcast has been downloaded, there is currently no way to determine actual listening figures – a factor which is often cited as a reason traditional radio advertisers have hitherto treated the technology with caution.
That said, the positive side of Podvertising appears to be the highly targeted nature of the ads – making it the ideal medium through which to reach a niche market (potentially more effective than TV advertising for example). Indeed there are numerous key areas of interest which advertisers are tapping into through podcasting, including skateboarding, comic books, gaming, and consumer electronics.
Ad spending on podcasts is tipped to reach £250 million by 2011 and there is talk of Google introducing keyword-powered audio ads which will almost certainly help take Podvertising to the next level.
Meanwhile Podtrac - a service that connects podcasters and podcast listeners and viewers with advertisers – recently launched a free service that enables advertisers to research audience info for audio and video podcasts based on demographics, size, and other characteristics.
These recent trends indicate that, despite a slow start, Podcasting as an advertising medium is poised to take off.
www.businessinberkshire.co.uk/salesmarketing
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