Podacasting Ads Will Reach $300 million - How About Your Profits?

According to a new report made by eMarketer, podcast ad spending will reach $300 million by 2010.

Podcast advertisers will spend $80 million in 2006 and $300 million by 2010, eMarketer predicts. In addition, the US audience for podcasts could reach 25 million by 2008 and 50 million by 2010.

That's really IMPRESSIVE for a relatively new technology!

"The total audience for podcasts has shown meteoric growth, particularly in the US," said Mike Chapman, eMarketer editorial director and author of the new report "Podcasting: Who’s Tuning InThat's really IMPRESSIVE for a new technology".

But many of these podcast listeners are only one-time users, limiting podcasting’s value as an internet marketing tool, eMarketer said. The active podcast audience -— those who download an average of one or more podcasts per week -— will reach only 7.5 million by 2008 and 15 million by 2010.

"Podcasting is not set to become a new mass-market venue, at least for the next half decade." Chapman said. "By way of comparison, US broadcast radio still reaches close to 200 million Americans".

Anyway, with the introduction last year of an iPod with a high-quality color screen, and the memory and power to support video playback, video podcasts are now becoming commonplace, Chapman state.

"The appeal of moving images to both consumers and advertisers and the continued evolution of devices like the video iPod mean that video casts will become the predominant format within the next five years." he says. "This, in turn, will support further audience growth".