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BizReport : Research : May 29, 2007
Podcast listeners respond to advertising
A survey in the U.K has shed some light on the habits of podcast listeners and their attitudes towards advertising.
The download division of Chrysalis Radio in the U.K. surveyed 300 British podcast users and found that almost two-thirds of users actually listened to the downloads.
Eighty percent of listeners said, they would likely seek out products and services after hearing about them during a podcast. The figures, says a report in The Guardian, are higher than expected.
Books and films were the most downloaded formats, with information and entertainment the most sought-out genres. Fifty-five percent of listeners seek out entertainment podcasts, according to the report, and 49 percent look for electronics and gadget information podcasts.
And where are users listening to their podcasts? The majority, 75 percent, listen to their podcasts outside their home, 20 percent listen while commuting, 12 percent listen while doing housework and 10 percent during exercise sessions.
Chrysalis content manager Paul Sylvester said, the survey was “an endorsement of a rapidly growing platform” and predicted further growth for the medium.
Tags: podcast, podcast advertising, survey
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Comments
Podcasting or video/vid/vodcasting is alive, healthy and well, although I am surprised at how many think it worthless or dont realise things like YouTube or even iTunes are in some respect such applications. You don't need an iPod and you dont need to download it off your PC to be a podcast.
Advertisers have started to take an interest, adserving can place a relevant ad in the stream geo-targeted and time specific too, even adding new ads in old broadcasts.
Publishers are using it to draw in their audience and give them new sensory content i.e. podcast of walking round a Morrocan souk for a travel site etc and education authorities are realising that the iPod youth can learn lessons and look cool at the same time, especially helping those with learning difficulties.
UGC is on the increase, new music and the public journalist is rife. It's an exciting medium to look at and learn about. Each year there is a Podcastcon.co.uk event and well worth attendance by agency people. I've been to both, the first year there was me and one other ad agency represented and last year 3. I expected more. But nice to see Cheeze putting together a directory for advertisers and sponsoring the event and Euro RSCG there too.
I urge you all to source the new one later this year and perhaps even try out some podcasts - we are looking for a nice Podcast widget on http://www.mediastarz.co.uk 'SOCIAL' media community if anyone has one, but Britcaster and other sites are easy to find and try out. Why not actually podcast - it is relatively easy and cheap.
At the Podcastcon two years a go there was a good presentation by a London Uni Teacher who used educational podcasts to help the slower and special needs students in his school. They could take in the bite sized, verbal chunks a lot better, kept their interest, allowed them to learn when no one new what they were listening to, and in their own words 'look cool when secretly learning'. It empowered them and they kept up with their able student peers.
Audio communication can be a powerful thing, especially when it is portable and private.
Another finding from Podcasters was the amazing fact that the majority of new listeners who downloaded the latest podcast would go back and download a lot if not all the earlier shows. Advertisers should be aware that this is a medium where a listener goes backwards in time as well stays in the present.
There are even adserving solutions that can post new ads in old podcast recordings so although the show might be an old one the ad clips are relevant and up to date. (I thought that was quite neat). It enables Podcasters to keep making an ad-revenue from its old content too.
I'm looking out for a great podcast widget for www.mediastarz.co.uk if anyone knows of one, something that you can hear perhaps a selection of UK shows and music whilst online. I had one but it stopped working. Podcasts are my alternative radio.
Posted by: JonClarke on May 30, 2007 09:33