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Podcast Industry Data |
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Today consumers are bombarded with a multitude of media choices, making it increasingly important for marketers to develop more creative and innovative ways to capture their audience's attention. As consumers shift their attention away from traditional media (print, television, radio), marketers must adapt to the times and begin to reach out to consumers through newer media formats (websites, blogs, mobile, podcasts, social networks, etc.). Advertising spending for new media formats is expected to grow by 22.4% from 2006-2010, and most advertisers are setting aside up to 20 percent of their budget for experimentation in new media this year. Savvy marketers are seeking a balanced mix of traditional and new media advertising that can provide them with the greatest return on their investment. Podcasts, as a new media format, have shown some of the highest growth rates in usage and advertising spending. Podcast advertising is expected to grow to $435 million by 2012 and to surpass blogs by 2010. Much of this growth is fueled by mainstream media's embrace of podcasting, a trend that has helped to gain awareness from the mainstream audience. Continued growth is expected when considering the massive success of the iPhone, iPod integration in cars and the increased use of streaming audio over broadband mobile phones. Podcast Usage Growing Rapidly...The number of audio podcast users increased by 18% in 2007, drawing attention away from other traditional media formats. So why are podcasts seeing such high growth rates? Podcasts offer consumers something few media types can provide... choice and control over content and the ability to take content with you wherever you go. Clearly, the Podcast Industry is undergoing a boom and this new media channel is now poised to become one of the dominant media formats of the future. 
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Sources:
IBM End of advertising as we know it 2007 2007 AAF Media Investment Survey of Advertising PQMedia Blog, Podcast and RSS Advertising Outlook 2006 eMarketer Podcast User Demographics 2008 The Arbitron/Edison Internet and Multimedia Study 2007 |
