09-17-2006, 10:31 AM
Quote:"Thou shalt podcast" seems to be the message handed down to marketers by new media pundits nowadays. It's true that podcasting and advertising in podcasts holds a lot of promise for marketers. But this opportunity can easily be missed because of many of the myths out there, leading to doomed-from-the-start experiments in podcasting or lack of experimentation due to fear of the unknown. Let's dispel the top five myths of podcasting and podcast advertising so we can focus on the facts.
Myth #1: There's a huge incentive to fast forward ads
If you choose to place your ad or sponsor message in an existing podcast, will it simply be skipped? After all, Steve Jobs last year called podcasting "TiVo for radio," emphasizing its on-demand nature. TiVo, of course, gives all us marketers nightmares of couch potatoes with their hand on the remote just waiting to skip the next commercial break. Podcast users are no couch potatoes. For audio podcasting, listeners set the iPod to their favorite show, then put their hands back on the wheel if they're driving, mouse if they're multitasking or treadmill if they're exercising. It's simply not worth it to fast forward a short, interstitial ad for most people...
full article: http://imediaconnection.com/content/11221.asp