Podcasts: Promising New Ad Market?

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  MarissaRignanesi07/17/08 Report as spam
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  lbwalker07/17/08 Report as spam
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  Podcast advertising: the rules of engagement

  Advertising in a podcast and on the radio follows many of the same rules. Use
  the listener's imagination, tell a story???don't just spew out bullet points, and
  use professional voices and production. (Don't fall into the do-it-yourself trap
  just because you have a cheap microphone. Many podcasts are absolutely
  unlistenable because of that.) Support your brand with professional audio!
  
  We can also learn a lot about what are reasonable lengths for podcast
  advertising by observing our reaction to video pre-roll on the web. Thirty
  seconds of video is too long. Wise marketers are sticking to 10-20 seconds.
  But when you engage a person's imagination with a story, longer audio-only
  ads may be acceptable.
  
  Remember that the only difference between podcasting and radio is the
  transmission medium. If your podcast came on your car radio, would you
  listen?
  
  Brent Walker
  soundscapes.com