Podcasts

Creating a podcast strategy: Five tips for brands

In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”. 

He believed podcasts were going to revolutionise the way people listened to radio programmes, just like digital recorders and streaming devices had begun to change the way people were watching television.

AudioBoom on why podcasts are an advertisers dream

Podcasts have exploded in popularity in the past couple of years. Once a forgotten medium, it’s now a burgeoning market, with the number of monthly listeners steadily growing year on year. 

So, what’s behind the boom and what are the opportunities for brands? I recently caught up with Oli Walters, head of Sales at Audioboom, to get his thoughts on the matter.

Goldman Sachs creates in-house content studio

Goldman Sachs is best known for its investments in the financial markets, but the banking behemoth, which has been around for more than 100 years, is also making investments in digital marketing.

In fact, as the firm’s VP of Digital & Social Media Strategy, Kaydee Bridges, revealed to attendees at Advertising Week, Goldman Sachs has created its own in-house studio.

NFL: the star quarterback of content marketing

It has been a while since I dissected the content marketing efforts of a major brand, and what better subject for my first one of the year than the almighty NFL. 

The 32 NFL teams generated $11.09bn in revenue between them in 2014. The English Premier League, by comparison, turned over just £3.26bn in the same period. 

I thought it would be interesting to delve into the content marketing strategy of this enormous money-making machine to see how the channel supports its success.

Pitching products through the podcast platform

Hello Econsulters. This week I want to explore an online marketing tactic that does not necessarily work for everyone but which can be highly successful: podcasting.

Now, believe me when I say that this is not for every company. Not all
industries lend themselves to podcasting, some are simply not
interesting enough for people to go to the effort of downloading and
listening to sector-specific audio.
 
However, some creative
thinking can allow a higher number of firms than you may think to
engage with their site visitors in this innovative way.

Does on-demand content lead to on-demand advertising?

For the past 300 years or so, media has been a one-to-many broadcast model. But now we see TV, radio and press all moving towards an on-demand model.

In a world where content is delivered on-demand, would on-demand advertising be a more relevant approach in the future of broadcasting?

Big Media to web firms – all your money belongs to us

Big Media’s checkmate over many of the internet companies that were supposed to put it out of business has been inevitable.

But that inevitability is just now becoming clear to some internet idealogues as they recover from their kool aid-induced stupours.

As such, I thought it’d be worthwhile to look at three recent stories that exemplify how Big Media is slowly but surely starting to demonstrate its strength over many supposed internet threats.

The big CPM squeeze

With vast amounts of inventory available, increased competition and dropping response rates, many publishers are seeing their display advertising CPM rates falling.

The challenge is to offer advertisers increased flexibility and new formats in order to protect margins.

FeedBurner drops charges for pro services

RSS feed management service FeedBurner is abolishing charges for two of its premium features, now that it is owned by Google.

TotalStats and MyBrand, which give users extended data and on-site feed URLs, were previously available under FeedBurner’s PRO package at a cost of between $3 and $14.