Podcast Ads 7 Times As Effective As Television Ads

New data from Podtrac and TNS suggests that podcasts may be a much more powerful advertising platform than television.

The companies studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.

"The studies showed a 73% increase in likelihood to use or buy an advertised product," said Velvet Beard, vice president at Podtrac. "The studies showed that 69% of audience members have a more favorable view of in-show advertisers."

"Podcasting delivers a level of end-user engagement that is rare in today’s multi-format world," said Paul Verna, senior analyst at eMarketer.

There are many reasons why podcasts could be more effective than television. People are sick of the barrage of ads on television, so they routinely tune them out. Podcast advertising is typically much less intrusive than television advertising. It also has the potential to be much more targeted and relevant.

Because these stats come from Podtrac, a company with a vested interest in podcast advertising, marketers are likely to want to see these numbers independently reproduced.

Article taken from Podcasting News

Queen Elizabeth 2.0 - A Right Royal Podcast

Elizabeth Windsor, Queen of United Kingdom, the Commonwealth, and sundry other remnants of the once British Empire, has moved into podcasting, starting her own YouTube channel and offering podcast downloads from her official website.

"I very much hope that this new medium will make my Christmas message more personal and direct," she said from her Sandringham estate in Norfolk.

"That it is possible for some of you to see me today is just another example of the speed at which things are changing all around us."

Clips from garden parties, state visits, prime ministers, investitures and a day in the life of the Prince of Wales will all be available to watch on the channel. (BBC)

BBC Launches Music Podcasts

The Guardian reports that the BBC will include 30 second music clips in their music podcasts from 12th November 2007.

From Saturday, November 17, the portfolio expands to offer podcasts including Folk & Acoustic with Mike Harding from Radio 2, Stuart Maconie's Freak Zone from 6 Music and the Asian Network Chart. 1Xtra has podcasts from a range of music genres including hip hop, dancehall and garage.
The BBC has done as much as Apple to establish podcasts within mainstream media in the UK, by promoting audio and video podcasts as part of a two year long "trial" which ended in July. Many podcast producers, including news publishers such The Guardian and the independent radio sector have voiced concerns that the state-sponsored media giant has distorted the podcasting world as it does radio and television.

It is not yet known what clearances are being used for music usage or what regimes will be applied in this still confused area of online rights and revenues. MCPS-PRS who collect royalties on behalf of writers and publishers issue a podcast licence, as do PPL (Phonographic Performance Limited) the UK broadcast royalties collection society representing many music labels; this year PPL introduced the use of 30 second clips for registered broadcasters. The BBC traditionally strikes its own deals with Performing Rights Organisations, often at rates well below those paid by smaller commercial corporations.

Podcast Figures Rise With Digital Radio

BBC News reports extensively on the growing numbers of people using digital and online sources to access their radio output, with the number of podcast listeners up from 1.9m to 2.7m.

Rajar the industry analysts say that radio listenership as a whole is up, with 91% of the UK population listening. Mobile usage is also up by 27% since the end of 2006. Commercial radio has its highest listening figures for four years with a regular audience of 32m, and the BBC's digital-only radio networks, including 6 Music and 1Xtra, now have a combined listenership of 3m people.

New UK Video Podcast Channel To Launch

Wil Harris, known widely as the UK tech writer who also co-hosts of Leo Laporte's weekly podcast This Week In Tech (TWiT) is to launch a new video podcast channel in September 2007, called Channel Flip.

The network will focus on the 18-35 male demographic with shows covering technology, video games, indie music, DVD releases, skateboarding and men's fashion.

Channel Flip shows will be offered via a combination of online (one platform named was Blip.tv) and downloadable formats. The hosts are all British, but Harris says this venture isn't meant to be UK-specific in any way. After the initial launch, Channel Flip's plans include launching shows covering fitness, food, and digital photography. - Wired.

Podcasting Grows Metrics

The internet has a new association with a new acronym, the ADM - Association for Downloadable Media.

Key players from many sides of the podcasting industry, including Apple Inc., BlogTalkRadio, Kiptronic, Wizzard Media/LibSyn, NPR, Nielsen Online, Personal Life Media, Inc., Podbridge, PodTech, PodShow, Podtrac, Porter Novelli, Rev3 and Vogele & Associates have taken on the task of standardising podcasting, along the lines of "related industry organizations, publishers and agencies such as the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (AAAA)."

Five initial committees will be formed immediately to address: advertising standards, measurement, outreach/education, terminology and membership. Membership application is now open on the ADM Web site at www.downloadablemedia.org.

Nominations for the executive seats, advisory board and committee chairs will take place this summer.