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Advertising on Podcasts To Reach $400 Million By 2011
A new report to be released in eMarketer this week has found that spending on advertising in podcasts will quintuple over the next five years from the current estimate of a $80 million base during 2006 to create a $400 million market in 2011.
So where is the growth expected to come from? Well, eMarketer’s analyst James Belcher has predicted that much of that growth will come from Google.
Google audio ads has been a scheme in existence for some time now albeit in private beta form. It was originally purchased from dMarc with a view to distributing Google’s advertising platform on traditional radio and television. Although Google are still expected to make that move into the radio and television, with some 90,000 podcasts available and 90 million iPods in the market its unlikely that Google will miss the opportunity to evolve this technology to enable their audio advertising to be distributed through podcasts and online media.
Advertising has been flourishing in the blogging world with success stories like John Batelle’s Federated Media and over the last two years many companies have made attempts to connect big business and advertising agencies with podcasting. On the audio side this has led to entire networks of podcasts to grow like TwiT , PodTech and also in video with the likes of Revision3.
The need for advertising on podcasts is clear and the time to get on this is now. The likes of Google are unlikely to remain unconnected to podcasting and as soon as they make that move their actions will send shockwaves through the rest of the online advertising industry. Its time to secure your podcast in the marketplace now before the tipping point is reached. Start early and build your audience now and you could be reaping the benefits sooner than you ever imagined.
Advertising on Podcasts To Reach $400 Million By 2011
A new report to be released in eMarketer this week has found that spending on advertising in podcasts will quintuple over the next five years from the current estimate of a $80 million base during 2006 to create a $400 million market in 2011.
So where is the growth expected to come from? Well, eMarketer’s analyst James Belcher has predicted that much of that growth will come from Google.
Google audio ads has been a scheme in existence for some time now albeit in private beta form. It was originally purchased from dMarc with a view to distributing Google’s advertising platform on traditional radio and television. Although Google are still expected to make that move into the radio and television, with some 90,000 podcasts available and 90 million iPods in the market its unlikely that Google will miss the opportunity to evolve this technology to enable their audio advertising to be distributed through podcasts and online media.
Advertising has been flourishing in the blogging world with success stories like John Batelle’s Federated Media and over the last two years many companies have made attempts to connect big business and advertising agencies with podcasting. On the audio side this has led to entire networks of podcasts to grow like TwiT , PodTech and also in video with the likes of Revision3.
The need for advertising on podcasts is clear and the time to get on this is now. The likes of Google are unlikely to remain unconnected to podcasting and as soon as they make that move their actions will send shockwaves through the rest of the online advertising industry. Its time to secure your podcast in the marketplace now before the tipping point is reached. Start early and build your audience now and you could be reaping the benefits sooner than you ever imagined.