Forbes.com Jumps On Podbridge Ad-Wagon

If you wondered how advertising would work with new mediums like pod-casts and such, just watch Forbes.com. The company has bought into Podbridge’s advertising platform lock stock and barrel.

by Kristina Knight

According to a statement from the companies, Podbridge will provide all of Forbes.com’s ad insertions and audience measurement tools for Forbes podcasts. The agreement will allow Forbes to see how podcasts are used, get statistics on the number of plays and downloads and insert targeted ads into their own podcasts.

Just what kind of market do podcasts have? A growing one. Last year, about $265 million was spent for online video. By 2010, that number is expected to jump to $2.3 billion, according to eMarketer. That would make online video the largest growing area of online advertising.

Podbridge patented their time-shifted ad content abilities in July, and in August began building their ad network. According to ratings from Arbitron, 11 percent of Americans have heard podcasts. Of that audience, 53% are under 35, making the future of podcast advertising very bright.