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Marketing advantages of Podcasting, the next new Internet Media
Podcasting has been called "TiVo for Radio" and is a built-in feature for Apple iPod users that lets them subscribe to Internet audio broadcasts known as "Podcasts" and then automatically download new episodes directly to their iPod.
Hot
Podcasting is the hottest trend to hit radio and iPods, garnering over one million podcast subscriptions in the first two days of its launch as part of the Apple iTunes online store. Over 60 million iPods have been sold with the potential to subscribe to podcasts and nearly 1 in 5 Americans between the age of 18 and 38 own an iPod.
Unique
Podcasts are a unique new media because while the experience is much like listening to a radio broadcast, the user controls the content with the ability to pause, rewind and fast forward at any time. Relevant content holds very high user attention because it’s exactly what the user wants
Penetrates traditional barriers
Podcasts listeners are blocking Internet ads but they are listening to podcasts. Six in 10 monthly Internet broadcast consumers (60%) say they use pop-up–blocking software on their home or work computers, compared to only 36% and 39% of non-Internet broadcast users, respectively. Nearly two-thirds of the people who tune to Internet broadcasts use programs to block spam (64%), and 39% block Internet banner ads. Traditional broadcast commercials inserted directly into online programming are not affected by these technologies and may prove to be an effective way to reach this audience.
Significant replay potential
Because podcasts are not live broadcasts, your message will be delivered every time the podcast is listened to or downloaded. Some of our more popular podcasts continue to be the hottest download even after several months. Your message may be played again and again for the duration of the campaign and there is no extra fee for this potential benefit.
Highly desirable demographics
Almost one in five (19%) of those ages 18-28 have iPods/MP3 players. Fully 14% of those ages 29-40 have them; and 11% of younger Baby Boomers (ages 41-50) have them. That compares to 6% of older Baby Boomers (ages 51-59), 6% of those 60-69 and 1% of those 70 and older.
Educated and affluent
Fifty-four percent of monthly Internet broadcast consumers have at least a college degree versus 42% for those who do not regularly consume streaming media. Fifty percent of monthly Internet broadcast consumers have an annual household income of $50K+ compared to 38% for the rest of Internet users. Seventeen percent of Internet broadcast consumers have an annual household income of $100K+ versus 9% for the remaining Internet audience.
Likely to try new products and services
Advertisers promoting new products and services should consider Internet broadcasts. Twenty eight percent of Internet broadcast consumers say they are first to try new products and services compared to only 17% of the rest of Internet users. Nearly half of Internet users who do not use Internet broadcast (49%) say they are the last to try new products and services.
Shatter the 30 second ad and replace it with a meaningful discussion about your company, product, and service
Because podcast users have complete control over their experience, you can be assured that they have chosen to listen to the podcast you are sponsoring. This is causing an amazing paradigm shift in advertising: listeners will quickly skip over traditional advertisements but will closely listen to a meaningful, relevant, and informative message. A 3 minute education on your offering is much more effective than a 30 second "blast".
Powerful promotions constantly attracting more listeners
Our unique partnership with traditional mass media means that TownPodcast.Com benefits from a naturally high promotion. If radio, TV, or print uses TownPodcast.Com, you can be assured a consistent promotional effort is developing an ever-increasing listener base.
Advertising Package
Podcasts let you speak to a difficult-to-reach audience in a new and exciting way. Our complete package includes:
Informercial: We’ll professionally produce a 3 minute infomercial that will be inserted near the beginning of the program where you will have the opportunity to deliver a rich, compelling message that drives the audience to buy your product. No other media has this feature!
Banner graphic on the Web page: Each podcast has its own entry on the townpodcast.com Web site and your banner message and link will be present for the entire duration of the campaign.
Listing in sponsor section: Sometimes listeners need to quickly link to a sponsor’s site and our special section will let them do just that.
Flexible campaigns: Choose either a 6 or 12 month package.
Summary: The TownPodcast.com advantage
One of the best ways to reach 18-35 males: The segment that is quickly disappearing behind TiVo, spam and popup blockers is actively listening to their downloaded podcasts. They are waiting for an in-depth value proposition from you.
Most likely to be first to buy and try new products: The same early adopter crowd that jumped onto the iPod is the same ones that are ready and willing to try your new and innovative product.
Desirable demographics: The Internet segment is already considered a well-educated and affluent market and iPod listeners have shown to be the cream of the cream.
Potentially significant replay value at no additional cost: Your message gets delivered each time an iPod listener downloads your sponsored podcast for up to one year after its original publication.