2. Learning Objectives
At the end of this presentation you will understand:
• What a Podcast is
• How Podcasts Work
• Podcast Market and Download Demographics
• Podcast Creation Best Practices
• Podcast Marketing Best Practices
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3. What is a Podcast?
• Digital or audio file available for download or
streaming over the internet
• Podcast name = broadcast +
• 75% of Podcasts are accessed through
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4. How do Podcasts Work?
• Podcasts are subscribed to and downloaded
through software known as a podcatcher
• The podcatcher software is used to:
– Access a Really Simple Syndication (RSS) feed
– Check for updates
– Automate the process of downloading new
podcasts as they become available
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5. Podcast Market
• Market for podcasts has grown significantly
– 18.5 million podcast users in 2007
– 65 million podcast users in 2010
• Podcast market characteristics
– Well educated
– High incomes
– At ease with interacting with others and information
over the internet
• The market that advertisers desire
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6. Podcast Download Demographics
Household Income Gender
Less than $30,000 19% Male 22%
$30,000 to $49,999 17% Female 16%
$50,000 to $74,999 19%
Age
$75,000 and above 23%
27%
18 to 29
Education 20%
30 to 49
High school graduate 15% 15%
50 to 54
Some college 19% 8%
65 and older
College/graduate degree 23%
7. Podcast Creation
• Simple and low cost
• Basic process involves two steps
1. Create and an audio and video file
2. Associate this file with a piece of XML code
known as an RSS feed
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8. Podcast Creation Best Practices
The next section of the presentation will cover:
• Podcast Discovery
• Podcast Subscribing
• Podcast Length
• Podcast Message Delivery
• Podcast Format
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9. Podcast Discovery
• Search Engine Optimization (SEO) for Podcasts
– Dedicate an entire page or website to your
podcast
– Add the word podcast to your domain name for
improved search engine indexing
– Provide detailed text notes on your webpage for
each podcast
• Remind people to share your podcast with
others
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10. Podcast Subscribing
• Subscribing to a podcast should be as few clicks
as possible
• An obvious way to SUBSCRIBE NOW helps
• Provide an additional option for consumers to
subscribe through email
• Provide as many options as possible to subscribe
to your podcast
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11. Podcast Length
• Most impactful podcasts do not cover more
than one topic per episode
• More topics + longer Length = forgetting
• Most effective podcast length is between 3
and 5 minutes
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12. Podcast Message Delivery
• Avoid complex language and organizational
lingo
• Dramatization and humor improve the odds
that the audience will remember the message
• Most memorable podcast messages were
those that used literary devices to connect
with audiences
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13. Podcast Format
• Often podcasts are broken or unusable by bad
RSS feed
• Use a web feed management provider
Example
– Will ensure podcast’s RSS feed is error free
– Will ensure podcast is accepted by most podcast
listening software
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14. Podcast Advertising
• Podcast Advertising Spending
– $165 million in 2007
– $435 million in 2012
• Advertising penetration is just under a third of
traditional audio and video podcasts
• Average number of advertisements per podcast is 2.4
and typically 16.3 seconds
• 60% of podcast advertising is directly or indirectly
relevant to the content of the podcast
15. Podcast Advertising Best Practices
• The next section of the presentation will cover:
• Podcast Content
• Podcast Disclosure
• Podcast Advertisement Type
• Podcast Advertisement Placement
• Measuring Success of Podcast Advertisement
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16. Podcast Content
• Select podcasts to advertise with that have a
reputation for publishing great content
• Poor content = poor marketing effectiveness
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17. Podcast Disclosure
• Disclose podcast creators and sponsors
• Disclosure increases the overall credibility
through the elimination of questions about
who is trying to influence the audience’s
attitudes, beliefs, and actions
• Disclosure increases the likeliness of the
audience linking to their website, Twitter
accounts, and Facebook profiles
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18. Podcast Advertisement Type
• Two common types of podcast advertising are
1. Sponsorships
2. Traditional ads
• Sponsored ads are less intrusive than
traditional advertising (Due to the less
persuasive message nature of sponsorship)
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19. Podcast Advertisement Placement
• Place advertisements at the beginning of a podcast rather
than in the middle
– Less irritating
– Less likely to interrupt consumers listening to the podcast
• Can use traditional advertising at the beginning of the
podcast, and sponsorship advertising in the middle of the
podcast with minimal consequence (When traditional or
sponsorship advertisements are placed at the beginning of a
podcast there is no significant difference in intrusiveness)
• 72% of the time the sponsor is recognized by the podcast
talent (This increases the marketing effectiveness and
decreases advertisement intrusiveness as it alerts the viewer
a message is coming)
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20. Measuring Success: Podcast Advertisement
• Important to establish measures and monitor trends
• Common metrics include
– Number of website visits
– Number of episode downloads
– Number of subscribers
– Focusing on a metric that has some type of commitment
from the audience (e.g. number of subscribers to a mailing
list or newsletter)
• Important to monitor metrics over duration of time
and compare these with previous time periods to
establish trends (e.g. are the numbers of subscribers
over the last 30 days increasing?)
21. Podcast Segmentation and Targeting
“According to long-tail theory, these targeted
audiences should be especially valuable to
advertisers and marketers. Although the
audiences are small, each listener or viewer is
very interested in the subject, and the audiences
should therefore carry commensurately higher
ad pricing. The long-tail part of the equation
hasn’t kicked in yet.”
Chapter 11: PODCASTS (2009)
22. Question
With targeted niche audiences, podcast
advertising should yield premium rates, but the
market potential has not yet been realized.
Why do you think it has not been realized?
23. Podcast Creation
• For more information on podcast creation
visit: http://www.apple.com/itunes/podcasts/
24. References
• ANDRIOLE, S. J. (2010). Business Impact of Web 2.0 Technologies. Communications Of The
ACM, 53(12), 67-79. doi:10.1145/1859204.1859225
• Chapter 11: PODCASTS. (2009). Consumer Use of the Internet & Mobile Web (pp. 83-86).
Richard K. Miller & Associates.
• Harvard University (2012). Podcast Production. Retrieved May 2012, 2012 from
http://isites.harvard.edu/icb/icb.do?keyword=k1967&pageid=icb.page23750
• Haygood, D. M. (2007). A Status Report on Podcast Advertising. Journal Of Advertising
Research, 47(4), 518-523.
• Penn, C (2008). The 8 Step Guide to Podcast Marketing Basics. Retrieved May 20, 2012 from
http://www.christopherspenn.com/8stepguide.pdf
• Responses to Podcast Ads. Cyberpsychology & Behavior, 12(5), 533-537.
doi:10.1089/cpb.2009.0074
• Tulley, C. (2011). IText Reconfigured: The Rise of the Podcast. Journal Of Business & Technical
Communication, 25(3), 256-275. doi:10.1177/1050651911400702
• Waters, R. D., Amarkhil, A., Bruun, L., & Mathisen, K. S. (2012). Messaging, music, and
mailbags: How technical design and entertainment boost the performance of environmental
organizations’ podcasts. Public Relations Review, 38(1), 64-68.
doi:10.1016/j.pubrev.2011.11.004
Editor's Notes
At the end of this presentation you will understand:-What a Podcast is-How Podcasts Work-Podcast Market and Download Demographics-Podcast Creation Best Practices-Podcast Marketing Best Practices
What is a Podcast?A podcast is a digital audio or video file available for download or streaming over the internet.1 The term podcast is derived from broadcasting and pod, from the successful iPod7. Podcasts can be listed to on various electronic devices such as mobile phones, portable music players, and computers.5 Most podcasts are accessed through iTunes. In 2008 Apple’s iTunes alone was responsible for over 75% of podcast downloads.5
How do Podcasts WorkPodcasts can be subscribed to and downloaded through software known as a podcatcher. 5 The podcatcher software is used to access a Really Simple Syndication (RSS) feed, check for updates, and can even automate the process of downloading new podcasts as they become available.5
Podcast MarketThe market for podcasts has grown significantly from 18.5 million podcast users to in 2007 to 65 million podcast users in 2010.5 Podcasts are considered simpler to adopt than social networks, and it is this simplicity that has contributed to high adoption rates.3 Those who download podcasts are the market that advertisers desire; well educated, high incomes, and at ease with interacting with others and information over the internet6
Podcast Creation Creating and distributing a podcast is simple and low cost.1 The basic process to create a podcast involves two steps. Firstly, to create a Podcast first you need to create an audio or video file.7 Secondly, you then associate this file with a piece of XML code known as an RSS feed.7
Podcast Creation Best Practices-Podcast Discovery-Podcast Subscribing-Podcast Length-Podcast Message Delivery-Podcast Format
Podcast DiscoveryPodcasts are not text, so Google will not be able to index it. A way to make your podcast findable in search results is to dedicate an entire page, or better yet an entire website to just your podcast. 8 You can also add the word “podcast” to the domain name to make it easier for Google to index; for example “E-MarketingPodcast”.8 Providing detailed show notes on your webpage for each podcast also gives Google a opportunity to index it.8 In addition to search engine optimization techniques, just simply reminding people to share your podcast will increase the odds that it is discovered by new consumers.8
Podcast SubscribingThe ability for consumers to easily subscribe to a podcast allows you to more effectively build a large following.8 Subscribing to a podcast should be as few clicks as possible and having an obvious way to SUBSCRIBE NOW also increases the odds that a consumer will subscribe.8It is incorrect to assume that everyone uses iTunes to watch or listen to podcasts, and not everyone knows how to use an RSS feed.8 Providing the additional option for consumers to subscribe through email is important. Bottom line, provide as many options as possible to subscribe to your podcast.8
Podcast Length The most impactful podcasts do not cover more than one topic per episode.1 As a result the podcasts may be shorter, but more easily consumed by those using media devices while on the go. 1 The longer the podcast, and the more topics covered will increase the likeliness that it will be forgotten by the audience.1 Research has found that the most effective podcast length is between 3 and 5 minutes.2
Podcast Message DeliveryInstead of complex language and organizational lingo, it is recommended to use straightforward content that connects with the audience.1 The message should be simple, yet simultaneously convey credibility.1 The use of dramatization and humor also increase the chances that the audience will remember the message.1 Research has found that the most memorable podcast messages were those that used literary devices to connect with audiences.1
Podcast FormatOften podcasts are broken or unusable by bad RSS feeds.8 Using a web feed management provider such as Feedburner, will automatically ensure that your podcast’s RSS feed is error free and accepted by most podcast listening software.8
Podcast AdvertisingThe rising popularity of podcasts has led to it becoming an increasingly popular advertising medium. Podcast advertising spending has increased significantly from $165 million in 2007 to $435 million in 2012.5 In addition to the increase in advertisingspending; advertising penetration is just under a third of traditional audio and video podcasts.6 So odds are that those watching a podcasts will do so without interference from advertising. This is a significant opportunity for advertisers looking for an edge over their competition.6 The average number of advertisements per podcast is 2.4 and typically 16.3 seconds.6 Most of the time the advertising is related to the content of the podcast. Research illustrates that 60% of podcast advertising is directly or indirectly relevant to the content of the podcast.6
Podcast Advertising Best Practices The next section of the presentation will cover:-Podcast Content-Podcast Disclosure-Podcast Advertisement Type-Podcast Advertisement Placement -Measuring Success of Podcast Advertisement
Podcast ContentYou may have a fantastic advertisement embedded into a podcast, but if the content of the podcast itself is poor, your marketing effectiveness will suffer.8Therefore it’s important to select podcasts to advertise with that have a reputation for publishing great content.
Podcast DisclosurePodcast creators and sponsors should be disclosed. Research has found that naming podcast creators and sponsors increased their overall credibility through the elimination of questions about who is trying to influence the audience’s attitudes, beliefs, and actions.1In addition, disclosing podcast creators and sponsors increases the likeliness of the audience linking to their website, Twitter accounts, and Facebook profiles. 1
Advertisement TypeTwo common types of podcast advertising are sponsorships and traditional ads.4 Consumers find less intrusiveness from sponsored ads rather than traditional advertising on podcasts. This is due to the less persuasive message nature of sponsorship.4
Advertisement Placement Strategic placement of advertisements in podcasts is critical as it can significantly influence the amount of consumer irritation.4 Irritation can contribute to advertisement avoidance.4 Research has found that consumers find it is much less irritating to have advertisements placed at the beginning of a podcast rather than at the middle.4 Placement at the beginning is less likely to interrupt consumers listening to the podcast.4When traditional or sponsorship advertisements are placed at the beginning of a podcast research has found no significant difference in intrusiveness.4 However a sponsorship advertisement placed in the middle of a podcast results in significantly much less intrusiveness.4 The significance of this finding is that traditional advertising could be used at the beginning of the podcast, and sponsorship advertising could be used in the middle of the podcast with minimal consequence.4 This only matters of course only if advertisers wanted to use both advertising types in the podcast.4Most advertisements (75%) are placed either at the very beginning or end of the podcast.6 This is due to the fact that may podcasters position their advertisers as “sponsors”, receiving a commercial mention at the beginning and end of their podcast. 6 Unlike traditional advertising through television or radio broadcasts, research has found that 72% of the time the sponsor is recognized by the podcast talent.6 This increases the marketing effectiveness and decreases advertisement intrusiveness as it alerts the viewer a message is coming.6
Measuring SuccessTo ensure podcast marketing is effective, it is important to establish measures and monitor trends. Some common metrics to measure the effectiveness of podcast marketing are to monitor: number of website visits, number of episode downloads, number of subscribers, and focusing on a metric that has some type of commitment from the audience; For example the number of subscribers to a mailing list or newsletter. It is important to monitor metrics over duration of time and compare these with previous time periods to establish trends; For example are the numbers of subscribers over the last 30 days increasing?
“According to long-tail theory, these targeted audiences should be especially valuable to advertisers and marketers. Although the audiences are small, each listener or viewer is very interested in the subject, and the audiences should therefore carry commensurately higher ad pricing. The long-tail part of the equation hasn’t kicked in yet.”
With targeted niche audiences, podcast advertising should yield premium rates, but the market potential has not yet been realized. Why do you think it has not been realized?
For more information on podcast creation visit: http://www.apple.com/itunes/podcasts/
References1. Waters, R. D., Amarkhil, A., Bruun, L., & Mathisen, K. S. (2012). Messaging, music, and mailbags: How technical design and entertainment boost the performance of environmental organizations’ podcasts. Public Relations Review, 38(1), 64-68. doi:10.1016/j.pubrev.2011.11.0042. Tulley, C. (2011). IText Reconfigured: The Rise of the Podcast. Journal Of Business & Technical Communication, 25(3), 256-275. doi:10.1177/10506519114007023. ANDRIOLE, S. J. (2010). Business Impact of Web 2.0 Technologies. Communications Of The ACM, 53(12), 67-79. doi:10.1145/1859204.18592254. Responses to Podcast Ads. Cyberpsychology & Behavior, 12(5), 533-537. doi:10.1089/cpb.2009.00745. Chapter 11: PODCASTS. (2009). Consumer Use of the Internet & Mobile Web (pp. 83-86). Richard K. Miller & Associates. 6. Haygood, D. M. (2007). A Status Report on Podcast Advertising. Journal Of Advertising Research, 47(4), 518-523. 7. Harvard University (2012). Podcast Production. Retrieved May 2012, 2012 from http://isites.harvard.edu/icb/icb.do?keyword=k1967&pageid=icb.page237508. Penn, C (2008). The 8 Step Guide to Podcast Marketing Basics. Retrieved May 20, 2012 from http://www.christopherspenn.com/8stepguide.pdf
