The document discusses the rising power of on-demand audio content like podcasts. It notes that while content was once scarce, there is now plenty available for an emerging and engaged audience. It sees a big opportunity for brands to get involved now through creating their own content or leveraging existing podcasts, before the market becomes saturated. Examples are given of how different companies could create or sponsor podcast networks to promote their brands.

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•Host of The Lede
•Host of The Showrunner … coming tomorrow!
•VP of Rainmaker.FM (formerly VP of Marketing
for Copyblogger Media)

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3Takeaways
On-demand
audio content is
a rising power.
The big
opportunity for a
land-grab is now.
Create,
leverage, or do
both

6. Shifting landscape
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• Then: Some content available, but audience wasn't ready.
• Now: Content plentiful, with emerging, engaged audience.
• 33% of Americans have listened to a podcast.
• 15% of Americans have listened to a podcast in the last month.
• 1 billion iTunes subscriptions (as of mid-2013)
• Future: Content overload with a saturated audience.
The Rising Power of On-Demand
Audio

7. What is driving the shift?
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• Audience expectations
• On-demand and Convenient
• Entertainment or Education
• Mobile, mobile, mobile
• 90% of Americans own a cell phone
• 58% of American own a smartphone (Pew)
• Accessibility of content creation
• Democratization of content distribution
The Rising Power of On-Demand
Audio

8. Where can we see the shift?
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• ESPN: Big brand (Subway) advertising on all existing
content, including podcasts.
• Serial: The explosive power of podcasting to capture a big,
mainstream audience
• Rainmaker.FM: Viability of networks as a content
marketing strategy
The Rising Power of On-Demand
Audio

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BIG OPPORTUNITY FOR BIG
BRANDS
Land Grab Opportunity
Quick review…
• Now: Content plentiful with emerging audience
• Future: Content overload with saturated audience
Now is the perfect time.

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How brands can get involved?
1. Create
2. Leverage
3. Or both
BIG OPPORTUNITY FOR BIG
BRANDS

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Create
• Apple Keynotes
• Grantland
• Rainmaker.FM (EGC)
BIG OPPORTUNITY FOR BIG
BRANDS

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Leverage
• Subway
• MailChimp
• FreshBooks
BIG OPPORTUNITY FOR BIG
BRANDS

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HOW THIS MIGHT WORK FOR
YOU?
Hobby Lobby
Sponsor a network of podcasts about crafting (or even
more generally about parenting)

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HOW THIS MIGHT WORK FOR
YOU?
Medieval Times
Advertise on history podcasts
(TONS of them) or create a network

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HOW THIS MIGHT WORK FOR
YOU?
La Quinta Inn
Sponsor a travel podcast or a series

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#Searchmetrics
3Takeaways
On-demand
audio content is
a rising power.
The big
opportunity for a
land-grab is now.
Create,
leverage, or do
both

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#Searchmetrics
Twitter @JerodMorris
Linkedin JerodMorris
Google+ +JerodMorris

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