Business Week is hyping the advertising potential of podcasts, calling them The Next Big Ad Medium. According to their analysis, podcasts are poised to grab a larger slice of the multibillion-dollar online advertising pie. They highlight research from eMarketer expects that advertisers will spend more than $400 million on podcasting by 2011, up from $80 million last year. [Podcasting News]
Related: Lost Remote points to a new Forrester report that 10 percent of North Americans online downloaded a podcast at least once a month in 2006. Nearly half, 49 percent, of Gen X and Gen Ys downloaded podcasts at least once a week. LR adds, “In my experience, video podcasts that are repurposed from TV are not attracting significant numbers of downloads. But original, niche content — that’s unique in style and personality — is making some real forward progress.”
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