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Podcasts
Podcasts are audio or video files downloaded from the internet that can be uploaded to portable digital players. To date the primary download was music, but now media owners and advertisers have realised the commercial prospects beyond radio show formats.
Numerous organisations are using free podcasts as part of their communications strategy, embracing the on-the-go media to meet the changing lifestyles of their readership. As they are often made in series, Podcasts encourage a loyal audience base that have subscribe to be kept up to date with the next installment. Podcasts thus can provide a golden opportunity for brand owners who want to reach an eager audience who have made a rational decision to download content they are advertising within. For example, if you’re a car manufacturer, what perfect sense it makes to advertise or sponsor a Podcast dedicated to car enthusiasts? It’s non-intrusive, relevant to the consumer and is served to an already engaged audience.
To read more about how to gain value from podcasting read the IAB UK's comment piece on this subject
