As an advertiser, you are always tasked with trying to justify your advertising spend, and for as long as podcasting has been around there have been many discussion as to whether or not this is a viable solution to reach audiences. eMarketer’s has released some data that just might help you better understand the how large the potential really is. According to the date compiled by eMarketer in 2007 the total US podcast audience reached 18.5 million listeners and projects it will reach 65 million or a 251% increase by 2012.
Factors that help increase podcasting audiences:
- Greater ease of consumption for podcast content
- Growing awareness of podcasting
- Terrestrial radio’s use and promotion of podcasting
- Increased penetration of portable players
- The evolution of smart phones and proliferation of affordable mobile data plans
While audience size is all well and good, is there money to be made from podcasting? I’m sure that Leesa Barnes or Donna Papacosta would have countless examples to share as they have both made it their person mission and business to evangelize podcasting for business.
With a total of $165 million spent in podcasting advertising last year, this medium shows signs of only increasing year after year.
If you happen to be in Toronto on the weekend of February 22 – 23 be sure to check out Podcamp Toronto, it looks like it will be a packed weekend full of tips and tricks for any aspiring and current podcaster.
I will mark my 2 year anniversary as a gainfully self employed podcasting consultant in March 2008. So, is there money to be had in podcasting? You bet. One just needs to be strategic about it.