13 May 2006

Podcasting Success as New Advertising Media

Podcasting, a mixture of video blogging (vlogging) and radio, has taken off as advertising media. From Apple to Lexus, advertisers are lining up to sponsor or to advertise during podcasts. Even button-down IBM acknowledges the Power of the Pod. The company has created several podcasts about automobiles, shopping and habitats of the future.

View a short clip of Dave Goodman, president of marketing for Infinity Broadcasting discussing podcast advertising, courtesy of AdAge.com.

Thirty-second spots and solo sponsorships are a great way to get your brand out in front of podcast listeners. You should match the interests of your audience, as an advertisement may be perceived as an interruption if not properly staged.

How to measure effectiveness of an ad or sponsorship in a podcast?

  • Measure the number of downloaded podcasts as a percentage of total website traffic.

  • Use word or number code in your campaign that must be entered on your website or given to operators over the telephone to receive more information.

  • Follow the buzz (interest) through Internet chat rooms and blogs.
Podcasting may not be for every advertiser. However, some retailers of products that may not be advertised on traditional media, may find podcasts an attractive alternative.

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