Podcast Advertising Forecast to Grow

Posted on March 1, 2006

eMarketer has an article about podcasting and advertising. In the article eMarketer projects podcasting advertising will reach $80 million this year and climb to $300 million by 2010.

Advertising on podcasts, which are invariably free to the end user, is in its infancy to put it mildly," says Mr. Chapman. "However, the nature of the audience and strong growth in its numbers have already driven major brands to invest in podcast-based promotion. More advertising and sponsorship will inevitably follow, as evidenced by the sprouting up of several companies dedicated to facilitating podcast advertising and measuring its effectiveness."

In their pursuit of venues that deliver a measurable, targeted audience, online advertisers and marketers are paying serious attention to this new "anywhere, anytime" channel.

Heather Green at Blogspotting blogs that some VCs think podcasting ad revenues could reach the $1 or $2 billion mark. It sounds like a lot of this money will go to companies that provide software to run ads on numerous podcasts -- like a Google AdSense for podcasts. If this type of advertising software can generate revenues for podcasters then it might motivate more people to launch podcasts.

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