Comments on: Podcasting Phase 2 http://mobhappy.com/blog1/2008/02/05/podcasting-phase-2/ Russell Buckley and Carlo Longino on mobile technology. Tue, 31 Jan 2012 19:56:58 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Carlo Longino http://mobhappy.com/blog1/2008/02/05/podcasting-phase-2/comment-page-1/#comment-118600 Carlo Longino Tue, 05 Feb 2008 16:27:32 +0000 http://mobhappy.com/blog1/2008/02/05/podcasting-phase-2/#comment-118600 I have a hard time believing that there's already $165 million being spent on podcast advertising... but I agree there's a lot of growth in it. One thing holding back the ad market, though, is a lack of metrics -- in particular how to separate downloads vs. actual listeners. Mobile devices will play a big part. I just got a Nokia N82, which has a podcasting app pre-installed. The app is basic and its search function isn't great, but it's nice to be able to set it to catch the podcasts over WiFi in the middle of the night, so they're waiting on the device in the morning. Also, that terrestrial radio stat is from 2004 -- I'd be curious to see how much it's changed since then. I rarely listen to terrestrial radio any more, thanks to satellite radio and my iPod. Plenty of people still listen to radio, but I imagine the number's dropped a bit. I have a hard time believing that there’s already $165 million being spent on podcast advertising… but I agree there’s a lot of growth in it. One thing holding back the ad market, though, is a lack of metrics — in particular how to separate downloads vs. actual listeners.

Mobile devices will play a big part. I just got a Nokia N82, which has a podcasting app pre-installed. The app is basic and its search function isn’t great, but it’s nice to be able to set it to catch the podcasts over WiFi in the middle of the night, so they’re waiting on the device in the morning.

Also, that terrestrial radio stat is from 2004 — I’d be curious to see how much it’s changed since then. I rarely listen to terrestrial radio any more, thanks to satellite radio and my iPod. Plenty of people still listen to radio, but I imagine the number’s dropped a bit.

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