If you follow us on Twitter (@podcastnews) you are probably aware from all of our tweeting yesterday that the Association for Downloadable Media along with Edison Research released their annual study for 2010. One of the most important things I gained from this was the following: Nearly 80% of podcast consumers will buy products the producer mentions because they believe it helps the producer. Additionally, they HATE ads that are pre-recorded from the advertiser...they relate much better to a sponsorship where the host themselves does the endorsement. There is a great opportunity for advertising in podcasting where you can reach an audience that no other medium can do.
According to Edison Research Vice President 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, “Ninety percent 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.”
There is A TON of interesting information and statistics in there for podcast producers, and you should not miss the opportunity to use this free research. Check out the full post here or download the PDF Presentation.