Comments on: Guest Post: The Outlook for Pod-vertising http://www.markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/ Insight and Analysis from North of the Border Sat, 22 Nov 2008 11:14:41 +0000 http://wordpress.org/?v=2.6.1 By: Leesa Barnes http://www.markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3845 Leesa Barnes Fri, 16 Mar 2007 00:52:37 +0000 http://markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3845 You got it, Ed. Podcast advertising can only grow to the levels that eMarketer is predicting if the podcast producer and the company buying advertising in that podcast build a relationship. Just because a company has money to spend and finds a podcast that has an audience in the thousands doesn't mean it's going to be a good fit for the listener or viewer. Rocketboom does this very nicely. They understand their audience, so they won't just accept any type of advertising. Rocketboom's numbers are very attractive to an advertiser, downloads and subscribers in the millions. However, just because they have the eyeballs doesn't mean any type of advertising will work. Like the halo analogy. May just use that in a presentation or two (with due credit of course :) You got it, Ed. Podcast advertising can only grow to the levels that eMarketer is predicting if the podcast producer and the company buying advertising in that podcast build a relationship. Just because a company has money to spend and finds a podcast that has an audience in the thousands doesn’t mean it’s going to be a good fit for the listener or viewer.

Rocketboom does this very nicely. They understand their audience, so they won’t just accept any type of advertising. Rocketboom’s numbers are very attractive to an advertiser, downloads and subscribers in the millions. However, just because they have the eyeballs doesn’t mean any type of advertising will work.

Like the halo analogy. May just use that in a presentation or two (with due credit of course :)

]]> By: Ed Lee http://www.markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3819 Ed Lee Thu, 15 Mar 2007 13:44:56 +0000 http://markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3819 Now I'm really confused. There are so many <strong>benefits</strong> to consider when choosing to advertise in podcast: 1. Most podcasts target a niche audience. This allows a company to speak to a target audience that will <strong>not only listen, but take action.</strong> Isn't that exactly what you're saying? My thinking is that while companies should be "pitching" themselves as guests for relevant shows (something that I hope will increase this year), advertising or sponsorship is, as you suggest, being handled rather cackhandedly. The host(s) need to be very careful on which opportunities to accept and then to integrate their sponsors into the show very carefully. Calacanis does a great job on this but the FIR guys do a lousy one. Podcasting's benefit (to the corporation) is not in directly shift widgets, but to create a "halo effect" around the organization - placing it as a leader, creating a community of passionate users and generating online awesomeness. As an aside, this halo can be both internal and external - maybe Mark should start a Nortel podcast... Ed Now I’m really confused.

There are so many benefits to consider when choosing to advertise in podcast: 1. Most podcasts target a niche audience. This allows a company to speak to a target audience that will not only listen, but take action.

Isn’t that exactly what you’re saying?

My thinking is that while companies should be “pitching” themselves as guests for relevant shows (something that I hope will increase this year), advertising or sponsorship is, as you suggest, being handled rather cackhandedly. The host(s) need to be very careful on which opportunities to accept and then to integrate their sponsors into the show very carefully. Calacanis does a great job on this but the FIR guys do a lousy one.

Podcasting’s benefit (to the corporation) is not in directly shift widgets, but to create a “halo effect” around the organization - placing it as a leader, creating a community of passionate users and generating online awesomeness. As an aside, this halo can be both internal and external - maybe Mark should start a Nortel podcast…

Ed

]]> By: Leesa Barnes http://www.markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3801 Leesa Barnes Wed, 14 Mar 2007 22:17:08 +0000 http://markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3801 Ed, my message isn't to the podcast listener. Whether they take action on an ad in a podcast isn't my concern in my post. I'm concerned about the number of stories I hear from podcast consultants who tell me about companies who treat podvertising as a one-off. Then, these companies walk away saying that podvertising doesn't work, or that they couldn't measure the CPM or some other absurd claim based on traditional ad thinking. If those who spend money on advertising don't "get it", then we'll see more companies abandoning podcast advertising way too early. For this reason, those numbers quoted above will never be reached. Need stats? Go to my blog and click on the category called Podcast Statistics. You'll get your fill there. Ed, my message isn’t to the podcast listener. Whether they take action on an ad in a podcast isn’t my concern in my post.

I’m concerned about the number of stories I hear from podcast consultants who tell me about companies who treat podvertising as a one-off. Then, these companies walk away saying that podvertising doesn’t work, or that they couldn’t measure the CPM or some other absurd claim based on traditional ad thinking.

If those who spend money on advertising don’t “get it”, then we’ll see more companies abandoning podcast advertising way too early. For this reason, those numbers quoted above will never be reached.

Need stats? Go to my blog and click on the category called Podcast Statistics. You’ll get your fill there.

]]> By: Ed Lee http://www.markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3796 Ed Lee Wed, 14 Mar 2007 20:16:25 +0000 http://markevanstech.com/2007/03/14/guest-post-the-outlook-for-pod-vertising/#comment-3796 Leesa - I'm not sure I see or understand the correlation between speaking to a niche audience and them taking action on advertising included in the podcast. Do you have any additional stats that support this thinking? It'd certainly help me out in my job! Cheers, Ed Leesa - I’m not sure I see or understand the correlation between speaking to a niche audience and them taking action on advertising included in the podcast. Do you have any additional stats that support this thinking? It’d certainly help me out in my job!
Cheers,
Ed

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