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BizReport : Blogs & Content archives : February 15, 2007

Report: Podcasts should be concise, consistent

With a surge in podcasting predicted over the next few years, many in the marketing industry are wondering how to best take advantage of the technology.

by Kristina Knight

Podcasting revenue is expected to explode in growth over the next few years. From $80 million in 2006, the industry is expected to draw at least $400 million by 2011. With this sort of growth, there will be podcasts that fall short of listener expectations, which could hurt the advertiser. By following a few best practices, marketers will have a head start in this growing medium.

According to a report from Nucleus Research, the best practices for podcasting are actually quite similar to the best practices for any other advertising medium: the messages should be clear, concise and consistent.

Mark McCrery, CEO and Co-Founder of Podtrac, said the length of podcasts will determine how they are watched or listened to. "When comparing two iTunes Top 100 video podcasts with similar demographics, "Ask A Ninja" is a 2 to 3 minute podcast which lends itself to quick online viewing, whereas "Channel Frederator" is a 10 to 15 minute video podcast which lends itself to more portable device consumption." With shorter casts, listeners can download and listen via their PC, longer downloads are better listened to over portable devices like video iPods. To catch and hold listeners at their computers, where they are more likely to click to the advertiser website, a shorter message is better.

Also, remember that those who download podcasts do so because they want quick and correct information. Make it easy to distinguish the message whether promoting a new B2B platform or innovative office supply carrier with a clear call to action.

Finally, podcasts should be indexed in an easy to follow method on the website. This way, new listeners can sort through old messages quickly and discard those they aren't interested in listing to.

Tags: podcast, podcast advertising

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