Podcasting is continuing at an astounding pace, with eMarketer projecting it to reach between 20 and 80 million US subscribers by 2010.
The expected strong performance is good news for advertisers, offering them yet another channel to reach their audience.
According to eMarketer’s new Podcasting: Who’s Tuning In? report, podcasting advertising is expected to reach $80 million this year, rocketing to $300 million by 2010.
Mike Chapman, eMarketer editorial director and author of the report, said: “Advertising on podcasts, which are invariably free to the end user, is in its infancy to put it mildly.”
He continued: “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.”
Advances in technology, such as the introduction of video iPods are expected to push audience growth even further, opening up new marketing portals to advertisers.
Chapman added: “The appeal of moving images to both consumers and advertisers, and the continued evolution of devices like the video iPod, mean that videocasts will become the predominant format within the next five years.”
A study published at the beginning of the year by Bridge Ratings confirms podcasting’s increased presence, with data showing that around 5 million radio listeners downloaded at least one podcast in 2005, with the figure predicted to nearly double this year, and double again in 2007 (see Podcasting On The Rise).
A similar study by research company, Diffusion Group, forecast the number of US podcast listeners to reach 4.5 million this year, growing to 56.8 million in 2010, while Forrester Research predicts podcasting to reach 12.3 million US households by 2010 (see Satellite Radio To Reach Over 20.1 Million US Households By 2010).
In the UK, a recent survey from the UK Association of Online Publishers found that more than half of publishers polled are planning to launch a podcast in the next six months (see Marketers Look To Podcasting To Increase Brand Awareness).
Out of the respondents, 35% said their business already used podcasts, while 52% revealed plans to launch a podcast in the next year, enabling their brands to reach consumers on the move.
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