Ad Boom for Podcasting

In many ways, podcasting has been the bastard-child of the user-generated content world – talked about but mostly unloved by the masses – while blogging and video-blogging have hogged the spotlight.

eMarketer, however, believes podcast advertising is poised to explode (relatively speaking). The research firm, which seems to be bullish about an awful lot of online markets (the New Forrester Research?) suggests U.S. podcasting ad spending will nearly triple to $435-million by 2012 from $165-million in 2007.

All things considered, it’s pretty impressive growth. Perhaps I should revive the Talking Tech podcast given this bullish environment.

eMarketer suggests advertisers will be seduced attracted by the growth of the podcasting audience to 65 million by 2012 – with 25 million being active users who listen to a podcast at least once a week. The audience growth will be driven by:

- Greater ease of consumption for podcast content
– Growing awareness of podcasting
– Terrestrial radio’s use and promotion of podcasting
– Increased penetration of portable players
– The evolution of smart phones and proliferation of affordable mobile data plans

Frankly, I don’t see (or hear) this kind of growth in the size of the ad market or audience. To me, podcasting will remain a second-tier UGC activity for a niche audience – mostly geeks – as opposed to a mainstream medium. Then again, I spent considerable time driving on the weekend, and commercial radio is mostly crap so perhaps podcasting could thrive if MP3 connectors become standard in new cars.

Picture 2-20

Technorati Tags: ,

This entry was posted in Advertising/Marketing, Podcasting. Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.
  • Subscribe RSSFollow me on TwitterSubscribe on FeedBurner
  • TwitterCounter for @markevans

  • How it works  |  Vision & Calls  |  Cost

    What's on

    Have you seen what you can get with BT's digital tv?

    © All Rights Reserved
    BT Vision and Calls

    Did you know that BT offers great deals in cheap mobile calls and cheap international phone calls? If you have a phone line with BT, come and see how we can reduce your bill of your home phone.


    Get one of our broadband telephone packages to get even more entertainment at a great value.

    How it works

    With BT Vision now you can enjoy Freeview digital tv channels, radio channels and a great range of on demand entertainment.

    Cost

    Get a deal at a great value with our digital tv packages. Visit our website to find out more.

    What you need

    BT Phone line

    BT Total Broadband

    A TV and aerial

    Freeview coverage

    Speed test  |  Availability  |  Support

    BT Total Broadband

    Want fast, broadband wireless internet? Get BT Total Broadband.

    Speed test

    If you are unsure of how fast your line is, have a broadband speed test. You just have to enter your telephone number or postcode below. You will need a minimum of 2MB speed to be able to get BT Vision.

    Enter phone number
    or postcode
    Availability

    Want to see check broadband availability in your local area? Enter your postcode in our broadband postcode checker below and find out what is available to you.

    Enter postcode
    Support

    BT offers great support with broadband services. Do you need broadband help? Contact us and we will be more than happy to help you.

  • Wikio - Top Blogs - Technology