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Role of Podcasting for Marketing in the Time Future – Company Radio?
BSI Role of Podcasting for Marketing in the Time Future – Company Radio?
Marketing 2.0 Conference, Hamburg 2005
Join the conversation
MARKETING 2.0 CONFERENCE
Role of Podcasting for Marketing in the
time Future – Company radio?
Founder, VP Marketing
Integrated RSS, Weblog and Podcast advertising network with proprietary RSS ad-serving
technology and analytics
Established & Funded 2003. Offices in San Francisco, Portland and Tokyo
Reach over 8,000 active publishers spanning micro-publishers to large media outlets
First network offering integrated campaigns across blogs, RSS feeds & Podcasts
Early experts with experience helping name brands like Subaru, Sun, Citrix Online, Verizon,
Warner Brothers, Microsoft, New York Times, Wall Street Journal and Nikon.
10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 2
Podcasting: Where’s the Model?
“I don’t think there’s a model anymore. I
think there’s an approach. That approach
has to be predicated on what the consumer
is actually doing, not what advertisers are
used to her doing.”
- Jim Stengel, Global Marketing Officer, P&G, CMO Magazine – September 2005
10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 3
What is Podcasting?
Podcasting is audio programming distributed through the internet (RSS)1 and played on a computer
or any portable digital player
– Less than 2 years old
– Asynchronous, time-shifted (not real-time; prerecorded)
– MP3 is the most common format
– Can be music, spoken word, or a combination of both
– Amateur Podcasts formerly thought of as audio blogs
– Over 8000 Podcasts currently in existence2
– Podcasting is the new webinar
– DIY Radio
1Many Podcasting purists argue that it’s not a Podcast unless the media file is delivered via an enclosure in an RSS feed.
2Steve Jobs, Keynote Address, Apple Developers Conference, June 6, 2005. Note that his figure refers to Podcast programs. A program
can have many episodes.
Ability to talk directly to a niche, disparate audience motivated to opt in
Gather an audience over time via on-demand content
No geographical boundaries
Time-shifted consumption capabilities
Alternative, supplemental means for traditional content
Sole means for original content
Provides consumers with more choices based on their interests
Consumers want control
– Seismic Shift in media consumption – Online, TV, Radio
– Information and news you want, when you want it
– Information comes to you
– Cuts through the haze of spam, pop-ups & general web clutter
– Saves time
Where Does Podcasting Fit?
•Branding •Direct response
•Track impressions •Branding/limited direct •Track CTR
•Nielsen data •Robust reporting
•Can be targeted or
•No reporting mass advertising
MP3 Player Penetration: 11% -- or more than 22 million of those age 18 and older1
– It’s safe to say that there are several million more MP3 players owned in the teen world, yet
Early adopters are largest segment
– Largest segment is 18 – 34
– 60% male
– Metropolitan Areas
– Tech Savvy
– College educated
Those who regularly use RSS/XML feeds, Podcasts and blogs are most likely to be what Jupiter
calls "super Net vets," or online users with more than 5 years of Internet tenure; are male, and
have annual incomes of $75,000 or more.
Trends in Podcasting
7% of Internet population have downloaded1
6 million Americans listening to Podcasts2
Podcast audience will climb to 56 million by 20103
– Subscribe to Podcasts via RSS
– Download from webpage
– iTunes (v4.9 and above)
– Market is rapidly expanding
3 Diffusion Group
Big Brands are Podcasting
ESPN Denver Post
ABC News Seattle Post
NBC News San Francisco Chronicle
TV Guide Disney
Warner Bros. Pictures
General Motors Ford
Proctor and Gamble
Big Brands are Podcasting
Purina – Veterinarians and pet lovers like you discuss topics such as animal training,
pet surgery, behavioral theories and pet insurance
Heineken – Interviews with DJ’s and music downloads
Warner Brothers – Band interviews and music
Proctor and Gamble Productions – Fans of the soap opera Guiding Light can listen on
Audience not expecting to pay subscription
Selling own ads not scaleable
Alignment with Podcast networks and ad networks profitable and scaleable
New Media Monetization Models