1. BSI How to Use Podcasting as a Marketing Tool
Marketing 2.0 Conference, Hamburg 2005

2. BSI
Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. How to use Podcasting as a
Marketing Tool
Bill Flitter
Founder, VP Marketing
Pheedo, Inc.
bill@pheedo.com

4. About Pheedo
Integrated RSS, Weblog and Podcast advertising network with proprietary RSS ad-serving
technology and analytics
Established & Funded 2003. Offices in San Francisco, Portland and Tokyo
Reach over 8,000 active publishers spanning micro-publishers to large media outlets
First network offering integrated campaigns across blogs, RSS feeds & Podcasts
Early experts with experience helping name brands like Subaru, Sun, Citrix Online, Verizon,
Warner Brothers, Microsoft, New York Times, Wall Street Journal and Nikon.
10/11/2005 Pheedo Confidential – Do Not Copy or Distribute 2

5. Podcasting: Where’s the Model?
“I don’t think there’s a model anymore. I
think there’s an approach. That approach
has to be predicated on what the consumer
is actually doing, not what advertisers are
used to her doing.”
- Jim Stengel, Global Marketing Officer, P&G, CMO Magazine – September 2005
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6. Why Podcasting?
Ability to talk directly to a niche, disparate audience motivated to opt in
Gather an audience over time via on-demand content
No geographical boundaries
Time-shifted consumption capabilities
Alternative, supplemental means for traditional content
Sole means for original content
Targeted
Desirable Audience
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7. Where Does Podcasting Fit?
TV Interactive
•Branding •Direct response
•Track impressions •Branding/limited direct •Track CTR
response
•Nielsen data •Robust reporting
TV
•Mass advertising
•Track downloads
•Can be targeted or
•No reporting mass advertising
standards yet
•Ultra targeted/niche
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8. Market Segmentation:
Podcast Listeners
MP3 Player Penetration: 11% -- or more than 22 million of those age 18 and older1
– It’s safe to say that there are several million more MP3 players owned in the teen world, yet
surveyed
Early adopters are largest segment
– Largest segment is 18 – 34
– 60% male
– Metropolitan Areas
– Tech Savvy
– College educated
Those who regularly use RSS/XML feeds, Podcasts and blogs are most likely to be what Jupiter
calls "super Net vets," or online users with more than 5 years of Internet tenure; are male, and
have annual incomes of $75,000 or more.
1 Pew
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9. Monetization Models
Audience not expecting to pay subscription
Selling own ads not scaleable
Alignment with Podcast networks and ad networks profitable and scaleable
Many
advertising
scaleable
Few
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10. Ad Specifications
Podcast ads priced by download
Sponsorship – program sponsored by one or more advertisers, “NPR style” mention of sponsors
Ads*
– Intro: 15 second sound bite added to beginning of Podcast
– Outro: up to 60 second sound bite added to end of Podcast
– Interstitial: ad inserted into Podcast (tech evolving)
Demo – Podcast host demos sponsor’s product during show and endorses
Add value to podcast to avoid skip-ahead syndrome – think product placement
* Source: www.castfire.com
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11. Integrated Campaigns
RSS
Blogs
Demo
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12. Case Study
Advertiser: Citrix – GoToMeeting
Publisher: Lockergnome
Vehicles: RSS, Blogs, Audio Ads, Podcast Demo
Action: Drive leads to GoToMeeting
Tracking: Promo code read by publisher for a special discount.
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13. Lockergnome Publisher Format
No time constraints online to adhere to. This frees producer to answer questions fully and explore
ideas without interruption
Live and pre-recorded caller questions
Interviews with people who matter
Killer new software finds
Productivity tips and tricks
Mini-conferences with two-minute guests
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14. Integrated Campaign Approach
Advertiser: Citrix – GoToMeeting
Publisher: Lockergnome
Vehicles: RSS, Blogs, Audio Ads, Podcast Demo
Ad on Blog
Ad in RSS Feed
iTunes Syndication
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15. Campaign Performance
Integrated Campaign dramatically outperformed other online advertising
vehicles in terms of acquisition costs.
CTR Client Results Fortune 100 Company, lowered their
effective CPM by 3x.
26% Increase
RSS Ad Advantages Ever Email
Advantages of Integrated Approach
- 100% Opt-in
Podcast
- 100% Delivery Rate
Blogs - 100% Open Rate
RSS (when delivered to a two-
RSS 8.7%
Advertising Industry Avg pane content reader)
Email*
- No Spam
* DoubleClick’s Q4 2003 Email Trend Report
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16. Cailin Pitcher, Senior Marketing Manager, Citrix
Online (quoted in MarketingSherpa and CMO Magazine)
“Podcasting sponsorships have done very well. The are really promising channels with a nice
audience for us, and they respond well. We’re not going to discontinue tests, it’s one of our
stronger points. Response was overwhelming.”
“RSS is a no-risk proposition for consumers. From that perspective, it's just a real clear channel
straight to the consumer.”
“RSS networks, Podcasting, blogs, these new channels all tie in together, and seem to be growing
pretty rapidly.”
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17. Case Study
Advertiser: Reprise Records (Warner Brothers Records label), exclusive content from band
including tour bus interviews, impromptu jams and concert recordings. The music is the
advertisement.
Publisher: EricRice.com
Vehicles: Podcast
Action: Build awareness for the band The Used by adding value to the Eric Rice podcast
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18. Sample Podcast
Sponsorship
Advertiser: Reprise Records (Warner Brothers
Records label), The Used
Publisher: Eric Rice
Vehicles: Podcast
Audio Sample:
http://show.ericrice.com/blog/_archives/2005/3/23/466966.html
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19. Campaign Performance
Created buzz within target audience
- Press Mentions: NBC, BBC, Internet.com, Red Herring, ZDNet
- Blogs: Corante, Adverblog, Micropersuasion, Geeknewscentral, Clickz, Corante,
Marketingvox, Podcastlab, Digital Podcast News, Paid Content
and many more…
“Podcasting gained a bit of legitimacy with the first known major sponsorship” - Marketingvox
Organic Search Results
- Increased presence in search engine for the band during the time of the promotion
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20. Discussion
How to use Podcasting as a Marketing Tool
Bill Flitter
Founder, VP Marketing
Pheedo, Inc.
bill@pheedo.com