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The number of podcasts continues to grow but actual revenue from podcasting isn’t budging much. BW is the latest to look at the podcast ad landscape, noting the lack of standards for placing ads on podcasts and the absence of solid audience measurement as two major impediments to push spending beyond last year’s estimated $80 million. While niche podcasts have their audiences, as is the case in other media, listeners and viewers crowd around popular programs like Grammar Girl; that show is one of the exceptions to the rev rule, bringing in nearly $100,000 this year.
Pulling in even a fraction of that amount remains a distant hope for most podcasters, even those that have the kind of popularity Grammar Girl has. A number of podcasters are working with FeedBurner, Podtrac and others to arrange deals with ad agencies and marketers. But commitments typically last three short months because advertisers are not completely convinced of podcasts’ effectiveness.
— Online Video Grabs Headlines, While Online Audio Carves Out Its Niche