Podcast Advertising - Not To Be Overlooked?
Now this is a bit surprising for me, but recent data suggests that unaided awareness for podcast ads is 68%, compared with 21% for streaming video and 10% for television.
“The studies showed a 73% increase in likelihood to use or buy an advertised product,” according to Velvet Beard, vice president at Podtrac. “69% of audience members have a more favorable view of in-show advertisers.”
Moreover, eMarketer estimates that there was a 285% increase in the size of the US podcast audience in 2007, which reached 18.5 million, and which is expected to increase to 65 million by 2012. Of these listeners, 25 million are expected to be “active” users who tune in at least once a week.
I wonder who the majority of podcast listeners are - do they the download and listen on their iPods variety, or do they listen on the computer? Listening on the iPods, would mean a loss of interactivity. I would tend to look for more data to substantiate these findings.
Filed under: Business, Statistics