Podcast Advertising Numbers Released
Mike Shields, from MediaWeek, posts this today, indicating that eMarketer sees an uptick over the next several years in advertising buys for podcasting.
James Belcher from eMarketer sees Google as the catalyst - with Adsense for Podcasting coming into play. Given that the dynamic duo from dMarc, Chad and Ryan Steelberg, left Google/dMarc last week over strategic differences, could it be this becomes the best platform dMarc is used for? This would assume Google can’t convince traditional media buyers or traditional media platforms to play the game their way - and while podcasting may be a great platform to use it for, I haven’t found anyone that wants to bet against Google attacking the traditional media advertising model.
Tracking and reporting is still an issue for podcasting, but according to the article from MediaWeek, that’s not holding anyone back from including podcast media buys in the mix.