Reaching Consumers via Podcasts

Sat, January 12, 2008

Tags: Ad Units, In-Game Advertising, Mobile Media, Podcasting, Wireless

Here is a new advertising opportunity that may be an interesting way for live entertainment productions to reach its target audience. Advertising via podcasts.

This past week, a company by the name of Wizzard Media unveiled a new technology that allows advertisers the ability to "dynamically" insert advertising messages into breaks in both audio and video podcasts. It will enable ad messages to be placed organically within the natural programming of the podcasts as opposed to just the the kind of "pre-" or "post-roll" spots that now appear at the beginning or the end of programs. So, in the middle of a podcast you may begin to hear more advertising than you are used to.

Overall, I like the concept of it. Podcasts are generally a good way to target niche audiences and I would assume the costs would be reasonable. The biggest issues I’ve always had with advertising through podcasts has been the cost structure and tracking capabilities. Is there a cost-per-view, cost-per-acquisition or simply a fixed cost. Just because somebody downloaded the podcast in no way means they actually watched or listened to it.

Tons of questions but tons of potential opportunity. Will keep you posted if anything comes of it.

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