Podcasting poised to go from niche to mainstream
…With people flocking to streaming and on-demand services such as Netflix and Spotify, the Swedish music service, and wireless broadband and mobile devices allowing them to access content on the go, advocates say podcasts are poised to capture more listeners and, with them, a bigger slice of the growing digital advertising pie.
‘Serial,’ Podcasting’s First Breakout Hit, Sets Stage for More
Podcasts have moved beyond being a nerd curio… Now, with the advent of ever smarter smartphones, it has become one more push-button technology, allowing consumers to download an app and listen to audio programming at a time of their choosing. If that sounds familiar — Netflix, anyone? — it’s no surprise that it will have similar transformative effects on traditional providers of serious audio programming…
‘Serial’ Puts Podcasts Back on Marketers’ Radar: News Digest
The podcast medium looks different these days from the early 2000s, says Yale Cohen, senior vice president of activation standards at ZenithOptimedia. When they were first introduced, podcasts provided people with a way to listen to their favorite shows when they were offline. Now, thanks to smartphones and ubiquitous WiFi, Americans are much more connected to the Internet. That effectively makes podcasts less like downloadable music and more like Internet radio—an increasingly attractive platform for advertisers.
Serial’s ‘shoestring’ success and the economics of podcasting
In terms of total listeners, radio is still dominant. But listeners increasingly expect their programs on demand, and as technology makes podcasts easier to access, they are seeing “exponential growth,” said Eric Nuzum, vice-president of programming for NPR, the U.S. public radio giant.
Podcasts are back — and making money
RawVoice, which tracks 20,000 shows, said the number of unique monthly podcast listeners has tripled to 75 million from 25 million five years ago. And the connection that people can feel toward their favorite podcasts is exactly the sort of relationship that many media companies are trying to build with their users. At a time when people can easily skip TV ads, messages from sponsors on podcasts have a way of sinking in, especially when they’re read by the hosts of the show themselves, analysts say. As a result, this second wave of podcasts — unlike the first go-round — is promising to make more money.
Are Podcasts Poised to Break Into Advertising Mainstream?
Popular crime show ’Serial’ has piqued interest, but measurement is a hurdle. Podcast ads differ from the ads typically found in other digital media. Unlike video ads, which can be inserted at various junctures by third parties, podcast ads are embedded in the sound files themselves, which users tend to download onto their phones rather than stream in real time.
The (Surprisingly Profitable) Rise Of Podcast Networks
Listeners like and trust hosts. Their paid promotional messages sound more like a friend’s recommendation than a sponsorship… Podcast ads generate ridiculous levels of engagement. Internal Midroll surveys of 300,000 listeners found that 63% of people bought something a host had peddled on his show.