This is Part 3 of a 5-part series: Monetizing Your Podcast.
Display advertising (read: Banner Ads) has been around since the introduction of Netscape Navigator. It’s gotten a bad rap in the last few years but that hasn’t stopped people from using them. The growth has doubled in the last five years and, according to a recent eMarketer report, should generate about 20% of internet ad revenues through the decade.
I touched on it briefly in yesterday’s Affiliate Advertising post and to be honest we’re just going to scrape the surface today. There are college courses, careers and companies built for the sole purpose of display advertising.
In a nutshell: you have an audience – an advertiser has a product or service that he wants to put before your audience. The advertiser pays you to run their ad on your site.
Unless you’re driving tens of thousands of eyes to your site every month, display advertising might not be an option to you. Again, it’s a numbers game. I’m guessing for the vast majority of my readers, myself included, you don’t fall into the 30,000+ visitors a month club.
That being said, probably the simplest way to ad display advertising to your site is via Google AdSense. I know a lot of you think of AdSense as the cheesy text ads you see littered on spam sites and would prefer not to have that on yours. What you may not know is that Google is the 3rd largest vendor of graphic display ads. When joining Google AdSense, just choose the type of ads you wish display: Text, Link Units, Image Ads, Video Ads or Flash Ads.
In Show – Commercial Advertising
Actually, commercial is probably not the best word to use. That evokes the, “…but wait, that’s not all!” genre that interrupts out TV viewing. I think a better way to think of it is sponsorship.
Edison Research did an exhaustive report last year on podcast and advertising. Some of their findings included:
- Active podcast consumers are mobile consumers.
- Active podcast consumers are not receptive to the normal interruptive advertising but are more receptive to targeted messages.
- There is, what’s called, a “halo” effect around brands, products and services sponsoring podcasts. If the listener loves the show, they’ll probably love the ad.
- Active podcast consumers are more receptive to the show’s host talking about the sponsor vs. listening to a canned commercial.
Click here to download a pdf of the report or view the entire report (1 hour long) below.
This presentation, given on January 28, 2010, recaps the Edison Research / Association for Downloadable Media study of Consumer attitudes to podcast advertising. This significant online survey looks at receptivity to advertising, comparisons with other media, a quantification of podcasting’s “halo” effect, and more.