This is not exactly new news but I stumbled across this report today. Earlier this year eMarketer had some positive news for podcasters as well as some advice for people who are spending their marketing budget.

• Podcasting downloading is growing
• People who listen to podcasts remember them and are influenced by them
• People who hear ads on podcasts are much much more likely to remember them than people who watch TV or streaming video

The bottom line here, in my opinion, is that for podcasts (like mine the Amateur Traveler) that are trying to monetize using sponsorship or advertising we are still in the early days. We are not seeing the beginning of the end for podcasting as some have predicted although we might soon be seeing the end of the beginning.

The companies [Podtrac and TNS] studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.
“The data suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”
“The studies showed a 73% increase in likelihood to use or buy an advertised product,” said Velvet Beard, vice president at Podtrac. “The studies showed that 69% of audience members have a more favorable view of in-show advertisers.”

Remember Podcasting? Listeners Do. – eMarketer

Tags: podcastingadvertising podtrac tns emarketer sponsorship new+media Amateur+Traveler