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Making News

(May 17, 2007)

PODCASTING: THE NEXT BIG MEDIUM

What was once a niche market for the most adventurous of advertisers has now evolved into one of the biggest marketing phenomena on the Web—we’re talking about podcasts. Though the technology has been around for years, podcasts have only played a minor role in the public consciousness while its cousins, Google and YouTube, shared most of the spotlight.

Today, podcasts have quickly gained in popularity among millions of Web enthusiasts—thanks to the popularity of Apple’s iPod. By now everyone knows what an iPod is, or has at least heard the name. In fact, 83% of all mp3 players sold on the market today are iPods.  The iPod gives anyone without formal sound engineering experience the ability to broadcast audio programs to millions of people and for anyone with an iPod the ability to access these programs. These two symbiotic factors have allowed podcasting to thrive on the Internet.

Over the past few years the technology has vastly improved and many sites offering podcast downloads have worked to increase their advertising capability. This opportunity will poise podcasts to grab an ever increasing slice of the multi-billion dollar online advertising pie. 

A recent article by Business Week, states that advertisers will spend more than $400 million on podcasting by 2011, up from $80 million last year. Podcasts present a very enticing proposition for marketers: the ability to speak to a highly targeted, captive audience with minimal production cost to deliver the advertisement.

Fueling the podcast buzz is Google’s new foray into the podcast arena. The California-based media goliath is expected to develop technology that will allow advertisers to insert audio ads, based on keywords, into audio podcasts within the next five years.

At Kleber & Associates we have embraced this technology as a powerful marketing tool for our clients. Recently, our client Mr. Steam, who manufactures steambaths, towel warmers and saunas for the home, was interviewed on the syndicated show called “Tech Talk with Craig Peterson.” This Clear Channel radio broadcast, which is the #1 rated show in the Boston Market, was also made into a podcast. The show’s theme was on how to improve your appearance through steambathing and is a free download on Apple iTunes. The podcast provided a new outlet for building the Mr. Steam brand, and also provided an opportunity to gain exposure as an expert on the holistic healing effects of steam therapy. Using this unique type of public relations also aligns with Mr. Steam’s 2007 corporate marketing initiative to reach out to tech savvy individuals.

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