A podcasting report released last week by eMarketer suggests advertising is limited but highly effective. Podcast ad revenue is $240 million this year, a 45.5 percent rise from last year, and will reach $435 million in 2012, with 8.8 percent growth.
The low numbers derive from the limited audience, with just over 14 percent of U.S. Internet users downloading podcasts in 2007 according to a Universal McCann report released this month. But that number jumped to 29.5 percent in 2008, which signals a growing audience.
The other good news for podcast publishers is the audience watches the ads. New data from Podtrac and TNS says that unaided awareness for podcast ads is 68 percent, compared with 21 percent for streaming video and 10 percent for TV. “Audiences pay close attention to show content and the embedded ads within them,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are the result of a less cluttered environment.”
Podcast publishers seek premium prices, but eMarketer says, “Some publishers are still trying to figure out how to price. Podcast advertising networks simplify this, but it can still be tough to gauge ad effectiveness.”
“Podcasting is, by its nature, a niche medium, and this is not likely to change,” said Paul Verna, senior analyst at eMarketer. “But podcasting delivers a level of end-user engagement that is rare in today’s multi-format world.”
Britt Wilen Joins David&Goliath As Group Creative Director
As David&Goliath (D&G) celebrates 25 years, the agency is bringing on new creative leadership to help shape its future. Britt Wilen joins as group creative director, bringing her knack for big ideas, executional craft and a track record of work that resonates. In her new role, Wilen will partner closely with clients, diving deep into their challenges to develop work thatโs bold, transformative, with high-impact solutions and cultural relevance.
David Angelo, D&G founder and creative chairman, said of Wilen, โSheโs a true creative force--a Swiss Army knife of innovation--with an energy thatโs as contagious as it is inspiring. We are looking forward to her creative leadership for one of our longest-standing clients, California Lottery, as well as the impact sheโll bring to our โBraveโ culture.โ
Wilen stated, โCreativity is at its best when it surprises people, makes them feel something, or gives them a new way to see the world. Thatโs what I love about this industry, and thatโs what drew me to D&G. They have a fearless approach to ideas and a culture that thrives on collaboration, and Iโm so excited to be part of it.โ
Wilenโs most recent staff position prior to joining D&G was serving as a global creative director at Saatchi & Saatchi where she led major campaigns for Toyotaโs Olympic and Paralympic sponsorship, Expedia and Lexus. Before that, she held senior creative roles at BBDO Worldwide and Leo Burnett, helping shape iconic work for brands like Doritos, Ikea, Mars, and more.
Her work has been recognized with top industry honors, including Cannes Lions, D&AD, The One Show, Clio Awards, and Effies. In addition to her impressive professional career, Wilen boasts a rich and... Read More