Friday, August 10, 2007
Podcasters Look for Advertising Answers
The newly formed Association for Downloadable Media is addressing the challenges, as covered by the New York Times.
Few consumers will pay to receive podcasts — audio files that exist on the Web, and can be automatically sent to a person’s computer. Advertising, the other potential revenue source for producers and publishers, does not work when marketers have no way of tracking how many times their advertisements are being heard or swapping out old advertisements once they have run their course..
According to eMarketer, the podcasting industry netted just $80 million in ad revenue last year. Considering that you've been able to download audio files for more than a decade, that's pretty small potatoes. For podcasting to take off, better tracking and surveying of listeners is needed to make it an attractive ad buy. And just as video companies need to figure out the pre- versus post-roll options, so podcasters need to figure out the best model for advertisers.
I see more opportunity for streaming audio, where interactive ads can be synched to the stream so that consumers can click for more information or to generate commerce opportunities. This is because the amount of non-music audio listened to online will always be much higher than offline.By John Gartner at 02:56 PM | Comments (0)
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