Podcasts and New Media Advertising

*This post is edited from the original, which was featured on Socialnomics.

I can personally say the way I consume media has drastically changed. I watch TV on Netflix or Hulu and don’t have cable. I enjoy original shows, clips, and programs on YouTube, listen to music on Spotify or Songza as well as one of the most unique new forms of entertainment; podcasts.

The podcasts I enjoy are simply digital copies of audio/radio broadcasts and interviews. My constant favorite for the past few years is the Nerdist Podcast which is great for entertainment purposes as well as stuff like the Smart People Podcast, Reply All, or Nerdette, which all have some great thought provoking content. What I think is the distinguishing feature of podcasts is how I am able to consume them. I can download them onto my smartphone, listen to them in the car or on the go with headphones while I work out for example. It’s awesome, original content coming out all year that is experiencing a boom recently, which in turn is a great opportunity for advertisers to create a unique relationship with their audience.

According to recent findings, at least 29% of Americans listen to audio podcasts (clumping in video bumps this number up), which is a sizable chunk consuming podcasts of all varieties on an array of topics. This means that consumers are getting on demand entertainment, news, and discussion on what they want most, creating a unique experience for them every time they listen. I know with the Nerdist Podcast, I feel like I’m catching up with friends when I listen to the podcast so whenever they talk about something, I follow up and heed their opinions. Check out these recent metrics that back up that sentiment:

  • 67% of podcast listeners don’t mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for the advertising approaches of television or commercial radio.
  • Nearly 80% of podcast consumers (responding to the survey), agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.
  • Ninety percent of these respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40% reported purchasing behaviors, which indicates that they are receptive to the right message, in the right context. (For the rest of the findings, click here)
Although I’m mostly highlighting podcasts here, it is clear that with this being a huge "new media" format, other mediums like music streaming sites and video streaming sites cater to the same sensibilities. We don’t want to be fed phony ads any longer. If I’m looking to buy a camera, I’m going to ask my friend who knows about cameras or reference customer reviews at the very least. Consuming is social and the advent of on-demand entertainment is linked with that. Advertisers should take notice and start to take advantage of this new possibility to create a more authentic, genuine connection with their customers.

Thanks for stopping by!

How Social Media is Changing Our Lives

[youtube http://www.youtube.com/watch?v=zxpa4dNVd3c] Check out this awesome video from the folks over at Socialnomics that truly shows the profound impact social media is having on our lives.

Five Fun, Educational, and Quirky YouTube Picks


Good day to you reader.

I thought I start my blog off with something I do every day that I've found to be a pleasurable and positive endeavor lately and that is learning through YouTube. I follow a few different channels, some of which I'm sure many of you already know about but I feel like I should at least recognize them anyway. I see YouTube as the epitome of new media right now. It's open to all to upload content and to view that content. The high quality stuff also has a way of making itself known and the site as a whole has shaped the way I get and share news, entertain myself, as well as connect with others since anything that goes "viral" usually seems to start on YouTube. So here are some of my top picks for channels who are consistently pleasing me with their moving pictures:

1. SourceFed

This channel is a great, fast-paced, fun news channel. They talk about anything and everything from Mormon Samurais to political developments around the world. Their hosts are engaging and quirky and I find myself always checking back for the next new story. They upload multiple videos daily and their always seeming to be expanding and improving. The channel was created by popular YouTube personality Philip DeFranco (who appears occasionally) and I see them doing great things in the future.

2. The Nerdist

I'll just start off by saying I am a big fan of all things Chris Hardwick (the creator of Nerdist Industries). He has become more of a household name recently with his stint on The Talking Dead but he has been a geek icon for a few years now. His channel has a plethora of fresh, original, nerdy content and I can't recommend it highly enough. Appearances by Matt Smith, Neil Patrick Harris, Bill Nye, Neil Degrasse Tyson, and other notable celebrities (especially on his show All-Star Celebrity Bowling) are common here and it is the heart of the Nerdist empire along with his blog and podcast of the same name. You'll thank me later for this recommendation if you haven't converted to the Church of Nerdist.

3. VSauce

This channel is an awesome educational channel that answers all the weird, random questions we all wonder about during the day. From what color a mirror is to why we have two nostrils, host Michael Stevens dazzles audiences with his passion for the mundane yet amazing science of everyday life. I find myself curious enough just by the enticing titles of his videos to keep going back for more. Go learn some stuff to wow your friends!

4. Geek and Sundry

Just like with The Nerdist, this channel succeeds under the cult of personality surrounding it's founder, Felicia Day. Another amazing geek icon, Felicia has created channel of cool original content that compliments the programming of The Nerdist quite well. It serves the niches of geekdom like tabletop gaming and science fiction/ fantasy novels as well as a weekly video blog for Felicia herself. With frequent celebrity guests and growing content base, this channel is definitely a keeper.

5. TED Talks

This one is a no-brainer. I use this talks during meetings and gatherings all the time and there is a huge curated base of content from the TED conferences around the world on pretty much any topic you can think of. Long and short, poignant and silly, these talks are an amazing way to spend some of your time during any down time. You'll feel inspired and engaged in the intellectual conversations of the day. If you haven't jumped onto the TED bandwagon yet, what are you waiting for?!

So those are my picks. Let me know if you have any other recommendations in the comments.

Have a good one!