Why You Need to Pod-vertise

Podcasts are one of the most under-appreciated medium for advertising. Let me briefly explain why you too should Pod-vertise!

According to a report released by eMarketer two weeks ago, spending on podcast-related advertising is set to quintuple over the next five years, from an almost insignificant $80 million a year today to $400 million in 2011. While this is still minuscule compared to the $20 billion market for traditional interactive advertising, there are more than enough reasons for you to take notice.

Most people, when thinking of Podcasts focus too much on the small size of the market. What they conveniently over look is the fact that,

Despite the small base of users, podcasting represents an attractive medium, given its targeting, its low cost and its obsessive/passionate user base... "These people constitute an excellent media target," Belcher said. "It's a self-selecting medium. These people are into it, and they're really into it."

The emphasis in the quoted text above is mine, and should make my point abundantly clear.

  1. Podcasts are very strongly focused/targeted.
  2. Podcast advertising is very low-cost.
  3. The user-base is passionate about the subject matter covered by the Podcast.
  4. The medium is self-selecting.

So as you finish reading this article and scratch your head in search for a podcast to advertise on, on a completely unrelated note, let me mention that Pronet recently launched a great Podcast that you should add to your weekly listening.

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Reader Comments (7)

Mr SEO, February 26, 2007

Don't forget about the Mr SEO podcast. We have been doing it for a year now. Great way to learn SEO.

Mitch, February 26, 2007

I've been doing my own podcast (today marking the two year mark) and I have to agree with everything you said. It is a nice additional niche to find inside of a niche topic. The general shows are good for the popular guys - but if I want to hear about a specific thing - I'd rather hear it from a podcast about that topic.

Zach Katkin, February 26, 2007

I personally don't subscribe to podcasts, and find them way too technical for the average user (despite the fact that iTunes has made it quite easy), you make some great points. Any targeted, captive audience is attractive.

UVa guy, February 27, 2007

I can't get into podcasting. A couple times I've forced myself to listen, but I'd way rather read something. Podcasts are too slow and it's hard to scan quickly to see if I'm interested.

Paula Neal Mooney, February 27, 2007

Yeah, I'm seriously getting into uploading my Point-and-Shoot camcorder videos and looking at ways to vlog a lot more.

The 70/30 revenue sharing split from AdBrite InVideos is what is convincing me.

Chris, February 27, 2007

I am considering a podcast for a website that I am developing, but the biggest question right now is how will we handle the bandwidth issue. Even if you have a relatively small file, if people download it a thousand times - you could easily crash a site that only has 2000 MB of Bandwidth per month.

constructicle, June 19, 2007

well.podcast is a great way to transmit message but the thing is,it most likely have to come with a price.first,most people that i know prefer to read and hates to listen people talking and talking for hours.secondly,u must have a good webhosting site where u can ensure that downloading and of course streaming is at its peak