I spent about a hour on the phone today with a media buyer who is exploring the podcasting advertising space for the first time. She represents a well known Fortune 500 company.
As we talked I asked her why it had taken them so long for them to look into advertising in podcast. Her reply was “we have to get smarter in a crappy economy”.
Overall the conversation was a very good one and I hope to introduce the company in Quarter 1 2009.
The most amazing part of the conversation was when we talked budgets when I laid out dollar amounts she got pretty excited. In essence she said you mean I can reach XX,XXX,XXX number of people in my exact demographic for X number of dollars and spend less for 90 days of advertising reaching who I want to reach, that what I spend in one week on TV which has no such guarantees.
When my answer was of course followed by we back it up with proven metrics she was stunned.
Podcast Advertising is a Smart Choice in a Crappy Economy!
Want to know more about advertising in Podcast in a Crappy economy contact me at ceo@rawvoice.com
Comments (4)
This matches with what I hear from advertisers new to the podcasting ad space. They are surprised by the bang for your buck and the return metrics. This may ruin big media advertising if they can provide similar as metrics in the future.
Posted by Jamie Davis, the Podmedic | October 29, 2008 5:50 AM
Posted on October 29, 2008 05:50
One things I am exploring is the creation of a LOCAl business news orientation that newspapers cannot get to fast enough anymore ... and TV / Radio do not have enough air time to cover. Imagine what would happen if every community had a podcaster / blogger /Twitterer reporting on business news in the area. can you imagine the audience? Would old-line advertisers be standing in the new line?
Posted by Gil Gerretsen | October 29, 2008 12:43 PM
Posted on October 29, 2008 12:43
Podcast advertising can be a new, inexpensive route to go however it seems to have the same problem as other forms of advertising - getting it out to the people so they can see/hear it in the first place.
Posted by Alec R. Hosterman | October 29, 2008 12:44 PM
Posted on October 29, 2008 12:44
Reaching the consumer is the easy part all of these podcast already have pre-built audiences and can tell a client within 2-3% how many people the ad is going to reach.
So I do not agree with the second comment in that it has the same problem. In fact it is the complete opposite.
Todd...
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October 29, 2008 12:59 PM
Posted on October 29, 2008 12:59