Marketer's Lab

Your Blog is Talking

First official vendor speed date post here... The vendor is Odiogo.  They provide a service that automatically creates podcasts from text on blogs or other sites.  I've posted previously on the fact podcasts are here to stay as part of the marketing mix so this technology seems like a super easy way to leverage existing web content to tap into the podcast crowd.  Odiogo has a nice demo which provides an overview of how their service works.  Prior to this post I've not tried the service myself, but am intrigued enough to explore a little more.  The automated voice is of course a little stilted and awkward, but honestly not terrible as automated voice bots go.  They look to be easily compatible with all the major blog platforms and actually offer the service for free to bloggers.  Ads (sold by Odiogo) are inserted into each podcast, but they do offer a revenue share model for bloggers at a certain traffic level.  If you have web content that you think might transition well to podcasts, certainly worth checking out Odiogo.

Podcastic Results

Wondering if advertising  in podcasts is worth your time?  New studies from Podtrac and TNS highlight truly stellar recall rates for podcast advertisers.  Ads in podcasts are seven times more effective than television ads and three times more effective than traditional online video.  Marketing Charts has a full write up featuring more details from the studies, I encourage you to read their piece on the results. 

Measuring the impact of podcast advertising can be a little "squishy", which can make it difficult to justify the cost and effort to jump into podcasting, as a podcaster or advertiser.  Even so, Podcasting has emerged as a mainstream marketing tactic, sort of.  The Jacobs Media Tech Survey IV , which is very radio market focused, provides a little validation on the size of the overall podcast audience stating about 28% of radio listeners are consumers of podcasts. 

So check out the Marketing Charts piece, and maybe rethink podcasting or advertising in podcasts.