A BusinessWeek technology news report stated that a research company, eMarketer predicted that by 2011, advertisers will be going to spend more than $400 million on podcasting. The expected growth is fuelled by the anticipated entrance of Google into the podcasting industry. The assumption is also based on the latest podcasting services that aim to answer the advertisers’ most critical questions: How many people are tuning in to the hundreds of thousands of online podcasts, and who are they?
With this breathtaking and greatly inspiring prediction about podcast advertisements, I am sure that more people and companies will test their lucks in podcasting. But of course, the pioneers of this industry will be surely the first ones to reap the fruits of success and they simply deserved it because they opened up new horizons in media broadcasting.
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The Podcast Enterprise-Level Tracking Service Of PodTractor | Podcaster Tips // Feb 20, 2007 at 8:44 pm
[…] Advertisements or advertisers are one of the most significant life-support of any broadcasted shows and podcasting is one of the fast growing industries that are said to be the new horizons that are targeted by advertisers. But as podcasters or podcast producers, attracting advertisers is not that easy because there are times that you need to prove or provide statistics to convince them that placing ads on your podcast will be mutually beneficial to both of you or that you have the same market niche. […]
Peter O'Connell // Feb 23, 2007 at 3:37 am
While not skeptical about podcasts as a medium to extend any company’s or individual’s brand in a wonderfully guerilla way, I think there WILL be problems for non-or only moderately established podcasters to make money from advertisers in their podcasts. Advertisers want statistics so for advertisers (or their agencies) to advertise (or recommend sponsorship) on a podcast that really can’t establish any quantifiable listenership seems unlikely.
If some “star” podcasts develop into the quasi-mainstream, they might get advertising based on name recognition alone.
However, companies that establish their own podcasts who have vendors may be able to get vendors to advertise on the company’s podcasts just the way these same companies make vendors buy ads or sponsor events currently.
But as fast as I type this, the matrix of podcast advertising could easily change setting up a whole new set of ad rules and venues. Stay tuned.
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