Media choice: Podvertising

by Ryan Shannon, Client services director, The Entire Company, Marketing 06-Apr-05, 10:49

It had to come and, given the success of the iPod, it's surprising that we have waited so long for 'podvertising'.

Virgin Radio recently broke new ground by becoming the first UK radio station to launch an advertiser-funded podcast of its Pete and Geoff Breakfast Show, with the COI and Expedia signed up as sponsors. The 40-minute podcast features highlights of the show, with music excluded due to rights issues.

To access the podcast, you download a free application and subscription from the Virgin Radio website. The latest show is then downloaded to your iPod or other MP3 player via your PC. The BBC has also been trialling the idea with weekly shows featuring none other than Melvyn Bragg. Perhaps they would have had more success with Billy Bragg?

Podvertising demonstrates how radio can develop new revenue by offering shows as downloads, countering the doom-mongers who said it would spell the end of commercial radio. I think podcasting could do for radio what blogs are doing for print journalism.

But, advertisers beware. As with direct marketing, you need to know your audience intimately. The fast growing 'iPod nation' of tech-savvy early adopters is a fast-moving target. While they represent an attractive demographic of influencers, getting them to voluntarily download ads and actually listen to them is another story entirely.