7526 3 3 econsultancy_xml <p>Report author James Belcher said:</p> <blockquote> <p> <em>"Despite an incessant buzz about the medium, regular podcast users are still rare. As such, podcasting is a niche marketing channel; it may be the right niche for some marketers, but it's still a niche.</em> <br /> <em> </em> <br /> <em>"Podcast sponsorship uses the medium's strengths: self-selected subscribers, host endorsements and low-waste ad impressions.</em> <br /> <em> </em> <br /> <em>"Yet the time and effort required to develop an effective sponsorship will keep podcasting from cannibalizing ad dollars in other channels anytime soon." </em> </p> </blockquote> <p>Podcast advertising previously grew from just $3.1m in 2005 to $80m in 2006. <a href="http://news.bbc.co.uk/2/hi/technology/6175728.stm">Previous research</a> on media consumption habits shows podcast subscriptions have not been widely taken up by users, although many have downloaded individual episodes designed to be subscribed as part of a series.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Report author James Belcher said:</Paragraph> <Block> <Paragraph> <Quote>"Despite an incessant buzz about the medium, regular podcast users are still rare. As such, podcasting is a niche marketing channel; it may be the right niche for some marketers, but it's still a niche.</Quote> <LineBreak /> <Quote> </Quote> <LineBreak /> <Quote>"Podcast sponsorship uses the medium's strengths: self-selected subscribers, host endorsements and low-waste ad impressions.</Quote> <LineBreak /> <Quote> </Quote> <LineBreak /> <Quote>"Yet the time and effort required to develop an effective sponsorship will keep podcasting from cannibalizing ad dollars in other channels anytime soon." </Quote> </Paragraph> </Block> <Paragraph>Podcast advertising previously grew from just $3.1m in 2005 to $80m in 2006. <Link URL="http://news.bbc.co.uk/2/hi/technology/6175728.stm" Window="New">Previous research</Link> on media consumption habits shows podcast subscriptions have not been widely taken up by users, although many have downloaded individual episodes designed to be subscribed as part of a series.</Paragraph> </FormattedContent> 2007-02-23T08:08:00+00:00 3 1 econsultancy_xml <p> <strong>In-podcast advertising is set to grow to over five times its current value by 2011, according to a new report.</strong> <br /> <br />An eMarketer <a href="http://www.emarketer.com/Article.aspx?1004552">study</a> forecast US advertising spend targeted toward podcasts will reach $240m by 2008 and $400m by 2011. That is despite pessimism over the popularity of podcasts amongst audiences.</p> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>In-podcast advertising is set to grow to over five times its current value by 2011, according to a new report.</Emphasis> <LineBreak /> <LineBreak />An eMarketer <Link URL="http://www.emarketer.com/Article.aspx?1004552" Window="New">study</Link> forecast US advertising spend targeted toward podcasts will reach $240m by 2008 and $400m by 2011. That is despite pessimism over the popularity of podcasts amongst audiences.</Paragraph> </FormattedContent> false 864 <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> <p>For further information about email marketing, download Econsultancy's <strong><a href="http://econsultancy.com/reports/email-census">Email Census</a></strong> (based on a survey of digital marketers) and the <strong><a href="http://econsultancy.com/reports/email-marketing-buyers-guide">Email Marketing Platforms Buyer's Guide</a></strong> (particularly relevant for the UK market). See also the <strong><a href="http://econsultancy.com/reports/email-marketing-statistics">Email Statistics Compendium</a></strong>.</p> 362734 Podvertising to grow despite few listeners false 2007-02-23T08:25:00+00:00 podvertising-to-grow-despite-few-listeners 2009-04-28T22:43:46+01:00 2009-10-13T08:53:40+01:00 202