Report: podcasting to generate $400 million in ads by 2011
Posted by Dennis Sellers 
Feb 13, 2007 at 11:08am
Podcasting is poised for a major growth spurt in ad dollars, “despite the fact that the young medium’s usage has failed to match the recent proliferation” of the iPod and other MP3-playing devices, reports MediaWeek in covering a report to be released by eMarketer this week.
The report finds that spending on podcasting advertising will quintuple over the next five years, from an US$80 million base in 2006 to a $400 million market in 2011. eMarketer analyst James Belcher is betting that a familiar Web power player will spark much of that growth: Google.
Belcher expects that by 2008, the 800-pound algorithm gorilla will develop a version of AdSense that can be easily adapted to podcasts, theoretically allowing any Joe Schmoe podcaster to implement advertising. “That should help grow the market,” he told MediaWeek.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 4,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
