Adding dollars to (video) podcasts
When did the word “podcast” begin to assume video? I don’t know, but here’s a pretty important article from OMMA Magazine that makes the assumption.
According to a recent eMarketer study, the audience for podcasts will reach 25 million in 2008 and 50 million by 2010. With that growth will come ad dollars–some $300 million by 2010, estimates Mike Chapman, eMarketer’s editorial director. He believes most of that money will flow into network content, which today is offered for a small fee per episode.That’s also likely to happen because the audience for podcasts is an attractive one for advertisers: Early adopters are in the 18-to-34 demographic sweet spot. Advertising on podcasts also has the benefit of interactivity endemic to the broadband-based iTunes platform and could be priced on a per response model, à la Google’s AdSense, Chapman notes. With niche content, advertisers can target their messages more granularly.
Secondly, always remember when using the word “podcast” in the same sentence with “big media” that you’re looking at another form of one-to-many distribution, which is their bread-and-butter. That’s why they understand it so well and why they can play bully in the space.
What will the people formerly known as the audience think? Read Jay Rosen’s brilliant letter from the former audience to big media and you’ll come away with a pretty good idea.
This entry was posted on Tuesday, June 27th, 2006 at 9:03 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
