ADM: Podcast Advertising Appeals To 'Unreachable' Consumers
January 29, 2010 at 6:33 AM (PT)
The ASSOCIATION FOR DOWNLOADABLE MEDIA, in conjunction with EDISON RESEARCH, has released the findings of its recently concluded Podcast Consumer Attitudes study (NET NEWS 1/26). Respondents to this online study of active podcast consumers indicated that although they are increasingly turning away from some mass-media platforms and advertising approaches, they are receptive to advertising and sponsorship messages in downloadable media. These consumers also show a significant tendency to consume podcasts on their mobile phones, highlighting the importance of a truly portable medium.
According to EDISON RESEARCH VP TOM WEBSTER, "A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing." He also notes, "90% of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context."
ADM Chairman CHRIS MACDONALD noted, "This study reinforces what the ADM has always believed, that podcasts and downloadable media provide valuable and effective options to reaching the otherwise unreachable, in ways that work for the consumer." He goes on to say, "It’s obvious that an online or offline audio or video buy that does not include a podcasting component will miss a very attractive advertising target."
Other findings of this study included:
* Nearly 80% of these podcast consumers agreed that "when price and quality is equal," they "prefer to buy products from companies that advertise on or sponsor" the podcasts they regularly enjoy.
* 37% of these respondents expressed some positive sentiment about advertising in the podcasts they regularly listen to or watch, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.
* In fact, 78% of these respondents agreed (and 21% agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.
* In addition, 72% of these respondents were at least somewhat receptive to sponsorship messages in the podcasts they regularly enjoy, with 5% indicating that they are generally "interested in them and/or often find them useful." When sponsorship or advertising messages are read by the host(s) of the podcasts themselves, again 72% are receptive, but 20% indicate that those messages are generally interesting and useful.