The Podcast Advertising report looks beyond the buzz to provide a realistic assessment of the opportunities - and pitfalls - in this still new and, in many ways, unknown channel.
Podcast distribution and viewing mechanisms are proliferating, but even the most widely consumed podcasts typically have under 50,000 downloaders - and most have far fewer.
Although the idea of a developing a deep brand relationship with well-targeted consumers makes podcast advertising appealing, the bottom line is that podcast ads are still a niche proposition.
Nevertheless, eMarketer forecasts that spending on podcast advertising will grow nearly tenfold in the next five years.
US Podcast Advertising Spending-, 2006, 2008 & 2011 (millions)
Key questions the "Podcast Advertising" report answers:
- How much will be spent on podcast advertising?
- What demographic characteristics do podcast listeners and viewers have in common?
- What are the most effective ways to advertise to podcast listeners and viewers?
- And many others...
iPod sales are seemingly unstoppable and downloadable serialized short content format is increasingly available. But, despite an incessant buzz about the medium, regular podcast users are still hard to find. As such, podcasting remains a niche-marketing channel.