BSI Role of Podcasting for Marketing in the Time Future – Company Radio?

Marketing 2.0 Conference, Hamburg 2005
BSI




         Join the conversation
  MARKETING 2.0 CONFERENCE
        www.marketing2conference.com
Role of Podcasting for Marketing in the
time Future – Company radio?

Bill Flitter
Founder, VP Marketing
Pheedo, Inc.
bill...
About Pheedo
   Integrated RSS, Weblog and Podcast advertising network with proprietary RSS ad-serving
   technology and a...
Podcasting: Where’s the Model?

   “I don’t think there’s a model anymore. I
   think there’s an approach. That approach
 ...
What is Podcasting?

        Podcasting is audio programming distributed through the internet (RSS)1 and played on a compu...
Why Podcasting?
   Ability to talk directly to a niche, disparate audience motivated to opt in

   Gather an audience over...
Why Now?

     Consumers want control
       – Seismic Shift in media consumption – Online, TV, Radio
       – Information...
10/11/2005   7
Where Does Podcasting Fit?



      TV                                            Interactive

    •Branding              ...
Market Segmentation:
Podcast Listeners
     MP3 Player Penetration: 11% -- or more than 22 million of those age 18 and old...
Trends in Podcasting
   7% of Internet population have downloaded1

   6 million Americans listening to Podcasts2

   Podc...
10/11/2005   11
Big Brands are Podcasting
      Purina               Yahoo
      CBS                  Newsweek
      NPR                  ...
Big Brands are Podcasting

             Purina – Veterinarians and pet lovers like you discuss topics such as animal train...
Monetization Models
              Audience not expecting to pay subscription

              Selling own ads not scaleable
...
Where To Submit Podcasts
•   iTunes Podcast Directory http://www.apple.com/Podcasting/
•   DigitalPodcast http://www.digit...
Discussion
Role of Podcasting for Marketing in the time Future –
Company radio?

Bill Flitter
Founder, VP Marketing
Pheedo...
Upcoming SlideShare
Loading in …5
×

Role of Podcasting for Marketing in the Time Future – Company Radio?

1,061 views

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,061
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Role of Podcasting for Marketing in the Time Future – Company Radio?

  1. 1. BSI Role of Podcasting for Marketing in the Time Future – Company Radio? Marketing 2.0 Conference, Hamburg 2005
  2. 2. BSI Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. Role of Podcasting for Marketing in the time Future – Company radio? Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com
  4. 4. About Pheedo Integrated RSS, Weblog and Podcast advertising network with proprietary RSS ad-serving technology and analytics Established & Funded 2003. Offices in San Francisco, Portland and Tokyo Reach over 8,000 active publishers spanning micro-publishers to large media outlets First network offering integrated campaigns across blogs, RSS feeds & Podcasts Early experts with experience helping name brands like Subaru, Sun, Citrix Online, Verizon, Warner Brothers, Microsoft, New York Times, Wall Street Journal and Nikon. 10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 2
  5. 5. Podcasting: Where’s the Model? “I don’t think there’s a model anymore. I think there’s an approach. That approach has to be predicated on what the consumer is actually doing, not what advertisers are used to her doing.” - Jim Stengel, Global Marketing Officer, P&G, CMO Magazine – September 2005 10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 3
  6. 6. What is Podcasting? Podcasting is audio programming distributed through the internet (RSS)1 and played on a computer or any portable digital player – Less than 2 years old – Asynchronous, time-shifted (not real-time; prerecorded) – MP3 is the most common format – Can be music, spoken word, or a combination of both – Amateur Podcasts formerly thought of as audio blogs – Over 8000 Podcasts currently in existence2 – Podcasting is the new webinar – DIY Radio 1Many Podcasting purists argue that it’s not a Podcast unless the media file is delivered via an enclosure in an RSS feed. 2Steve Jobs, Keynote Address, Apple Developers Conference, June 6, 2005. Note that his figure refers to Podcast programs. A program can have many episodes. 10/11/2005 4
  7. 7. Why Podcasting? Ability to talk directly to a niche, disparate audience motivated to opt in Gather an audience over time via on-demand content No geographical boundaries Time-shifted consumption capabilities Alternative, supplemental means for traditional content Sole means for original content Targeted Provides consumers with more choices based on their interests 10/11/2005 5
  8. 8. Why Now? Consumers want control – Seismic Shift in media consumption – Online, TV, Radio – Information and news you want, when you want it – Information comes to you – Cuts through the haze of spam, pop-ups & general web clutter – Saves time 10/11/2005 6
  9. 9. 10/11/2005 7
  10. 10. Where Does Podcasting Fit? TV Interactive •Branding •Direct response •Track impressions •Branding/limited direct •Track CTR response •Nielsen data •Robust reporting TV •Mass advertising •Track downloads •Can be targeted or •No reporting mass advertising standards yet •Ultra targeted/niche 10/11/2005 8
  11. 11. Market Segmentation: Podcast Listeners MP3 Player Penetration: 11% -- or more than 22 million of those age 18 and older1 – It’s safe to say that there are several million more MP3 players owned in the teen world, yet surveyed Early adopters are largest segment – Largest segment is 18 – 34 – 60% male – Metropolitan Areas – Tech Savvy – College educated Those who regularly use RSS/XML feeds, Podcasts and blogs are most likely to be what Jupiter calls "super Net vets," or online users with more than 5 years of Internet tenure; are male, and have annual incomes of $75,000 or more. 1 Pew 10/11/2005 9
  12. 12. Trends in Podcasting 7% of Internet population have downloaded1 6 million Americans listening to Podcasts2 Podcast audience will climb to 56 million by 20103 Podcast Subscription – Subscribe to Podcasts via RSS – Download from webpage – iTunes (v4.9 and above) – Market is rapidly expanding 1 Jupiter 2 Pew 3 Diffusion Group 10/11/2005 10
  13. 13. 10/11/2005 11
  14. 14. Big Brands are Podcasting Purina Yahoo CBS Newsweek NPR Forbes Sirius Washington Post Rush Limbaugh ESPN Denver Post ABC News Seattle Post NBC News San Francisco Chronicle TV Guide Disney Sundance Warner Bros. Pictures BBC General Motors Ford Proctor and Gamble 10/11/2005 12
  15. 15. Big Brands are Podcasting Purina – Veterinarians and pet lovers like you discuss topics such as animal training, pet surgery, behavioral theories and pet insurance Heineken – Interviews with DJ’s and music downloads Warner Brothers – Band interviews and music Proctor and Gamble Productions – Fans of the soap opera Guiding Light can listen on the go. 10/11/2005 13
  16. 16. Monetization Models Audience not expecting to pay subscription Selling own ads not scaleable Alignment with Podcast networks and ad networks profitable and scaleable Many advertising scaleable Few New Media Monetization Models 10/11/2005 14
  17. 17. Where To Submit Podcasts • iTunes Podcast Directory http://www.apple.com/Podcasting/ • DigitalPodcast http://www.digitalPodcast.com • Podcast Alley http://www.Podcastalley.com/add_a_Podcast.php • Podcast Bunker http://www.Podcastbunker.com/Podcast/Podcast_Picks/Request_Lines • podCast411 http://www.Podcast411.com/page7.html • AllPodcasts http://www.allPodcasts.com/Update.aspx • iPodderx http://ipodderx.com/directory/add • audio.weblogs http://audio.weblogs.com/pingform.html • Penguin Radio http://www.penguinradio.com/Podcasting/#version • Podcast.net http://www.Podcast.net/addpod.cgi • PodcastHost http://Podcasthost.com/component/option,com_contact/task,view/contact_id,2/Itemid, 35/ • Potkast http://potkast.com/forum/index.php?sid=7ec04aca10d8e3c5cf2b77bf5138b619 • Podsites.com http://podsites.com/submit.cfm • Podcast411 http://www.Podcast411.com (bottom of page) • Pocketcasting http://directory.pocketcasting.com/index.php?ax=add&cat_id=36 • ipodder.org http://www.ipodder.org 10/11/2005 15
  18. 18. Discussion Role of Podcasting for Marketing in the time Future – Company radio? Bill Flitter Founder, VP Marketing Pheedo, Inc. bill@pheedo.com

×