Category Archives: Podcasting & marketing

Advertising and podcasting

AdFreak and Random Culture have two interesting posts on podcasting and advertising. How long should a podcast ad be? 15 seconds seems to be the answer, which means don’t give listener the time to push the fast-forward button

Making money out of podcasts

All eyes are on podcasting now that Apple has integrated this function in its new iTunes release. We start feeling we could make money out of podcasts, but somehow it is still early to realize which way one has to follow. The main challenge at the moment is to find a way to effectively measure listening. The difficulty is in tracking, because once someone downloads a podcast and puts it on a (portable) player, it is no longer connected to the Internet, and therefore no longer trackable. What if this person shares the podcast with a friend? What if he doesn’t listen to it at all? These questions still have no answer, and advertisers for the moment are just happy to know the number of downloads and therefore willing to pay on a CPM basis.

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Podcast marketing campaign for Lexus

Automotive company Lexus has signed a deal to sponsor for 26 weeks the podcasts at KCRW, a public radio station in California. AdAge reports the news and adds a few comments on podcasting and its value for marketers. In the automotive industry Volvo and General Motors have already given a try to podcast marketing, which absolutely looks like a direct and smart way to reach niche audiences. Lexus has signed a deal based on CPM (cost-per-thousand), so it is going to pay for the actual number of downloads the podcast will get. Lexus’ links and logos will appear on the KCRW podcast player, and the brand will be mentioned at the beginning of each podcast.

Virgin Atlantic starts podcasting

Virgin Atlantic has started podcasting offering audio travel guides to its destinations. The first podcast is dedicated to New York, to celebrate the 21st anniversary of Virgin’s first flight to the Big Apple. The first podcast is a guide to the best restaurants and pubs, three more audio guides to New York will follow. More destinations will be added soon. The service is offered through Loudish and Virgin Atlantic claims to be the first UK company podcasting.

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Purina launches the “Animal Advice” podcast

Micropersuasion reports Purina, the Nestlé animal food brand, has started podcasting. The Animal Advice is a weekly podcast featuring veterinarians and pet lovers talking about pet training, behavioral theories and pet insurance. Purina is a brand which pays quite a lot of attention to the new marketing trends. It already has a wireless section where pet owners can download ringtones (Barking Dog, Meowing Kitty or Purina theme) and mobile wallpapers, furthermore it offers a series of RSS feeds on pet related issues.

Wine company starts podcasting

Random Culture blogs about Centennial Fine Wine & Spirits, a Dallas based chain of liquor stores, who has decided to start podcasting. The first podcast is an interview explaining “How to find the right wine”. Wine companies usually appear to be kind of old-stylish in their marketing approach, but this initiative clearly explains that no matter what’s the product your’re selling, you can be smart in any case. If you’re interested in podcasting, BusinessWeek has an interesting series of articles on the topic.

Podcasting makes condoms’ marketing easier

Marketing condoms is not an easy job. The target is young and therefore it’s difficult to get its attention, furthermore the product is “delicate”, because of ethics and religion. Trojan did great last year creating the award winning viral campaign “Sex Olympics“, now Durex is trying to do something as innovative buying advertising spaces in podcasts. Advertising Age explains the decision allows Durex to directly connect with its target, which is represented by people who spend more time online than watching Tv. Furthermore the solution sounds pretty inexpensive and, most of all, it enables Durex to avoid FCC strict regulations about what you can and cannot show/say when promoting condoms.