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NYTimes on Podcasting Advertising – Inserting Ads Don’t Work July 23, 2007

Posted by John in Technology.
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There is a story in the NY Times by Bob Tedeschi on the new Association of Downloadable Media (ADM).  Bob mentiones the advertising companies trying to insert ads into the podcast but he forgot about new ways of advertising.  He missed a big trend and it has nothing to do with inserting short ads into the audio (which users are clearly rejecting).  Inserting ads into podcasts don’t work.

PodTech has been developing a social media ad model that works one that speaks directly to the benefits of podcasting (both video and audio) – community ad model.   Blindly inserting generic ads into podcasts don’t work.   There is no strong targeting and behavioral capabilities that make it work well.  That is where the big opportunities lie for the emerging startups like PodTech, Podbridge, PodTrac, Kiptronic, and others coming on the scene.

 Hopefully we in the industry can blend the mass market approach of ad insertion with new forms of community ads.

Comments»

1. Challenges with Podcasts : Will the real BRAD BALDWIN please stand up? - July 23, 2007

[…] I’m of the opinion (as is John Furrier at PodTech.net) that interruption marketing just doesn’t work. Even as I tried to access the NYTimes URL to […]

2. The Technology Free Press » Blog Archive » Why Podcasts Shouldn’t Be Interrupted by Advertisements - July 24, 2007

[…] you want to read John’s entire post, please see “NYTimes on Podcasting Advertising – Inserting Ads Don’t Work.” Technorati tags: John Furrier, PodTech, Podcasters, Podcasting and Ads, The New York Times […]

3. The Technology Free Press » Blog Archive » Podcasts Shouldn’t Be Interrupted by Advertisements - July 24, 2007

[…] If you want to read John’s entire post, please see “NYTimes on Podcasting Advertising – Inserting Ads Don’t Work.” […]

4. Todd Cochrane - July 25, 2007

John at RawVoice we very clear statistical data that shows ROI is definitively lower for ads “inserted” into podcast we follow the conversational approach midstream along with some other presentation tactics and we have found ROI on well executed plans to be “well” beyond advertisers expectations.


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