New Media Spending Soars
According to marketing/advertising research company PQ Media, the total money spent on advertising in blogs, podcasts, and RSS feeds grew a whopping 198.4% in 2005 to $20.4 million. They also predict 144.9% growth in 2006 to a total of $49.8 million. PQ also expects podcast advertising, an industry that barely existed two years ago, to overtake blog ad spending in 2010.
PQ Media’s Blog, Podcast and RSS Advertising Outlook study is the first in a series of alternative media studies that aims to accurately measure the size and growth rate of emerging new mediums.
“Blog, podcast and RSS advertising are being driven by some of the same factors boosting the growth of the overall alternative media sector: continued audience fragmentation, the perceived ineffectiveness of traditional advertising, and the elusive but coveted 18-to-34-year-old demographic,” said PQ Media president Patrick Quinn in a statement. He adds, “Blog, podcast and RSS advertising have demonstrated an ability to reach younger demographics as well as influentials, and the media tend to be highly engaging. These are attractive trends to brand marketers that are focused on return on investment.”
Individually, PQ Media predicts blog ad spending to taper off by 2010, but podcast advertising, which drew in $3.1 million last year, is expected to grow at a rate of 154.4% by then. They also reported that the tech, auto, and media industries make up the bulk of Blog, Podcast, and RSS advertising.
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