Advocacy Avenue

PQ Media has released the first of five reports analyzing the "alternative media sector." This initial study, Blog, Podcast and RSS Advertising Outlook, shows that the combined spending on advertising  in these three markets exceeded $20 million in 2005, and is expected to grow to about $50 million in 2006.

In 2005, ad spending was broken down as follows:

• Blog advertising accounted for slightly more than $16 million
• Podcast advertising was $3 million
• RSS advertising reached $650,000 in 2005.

A number of marketing publications picked up this story this week.  Among them, Brand Week interviewed Patrick Quinn, PQ president.

The numbers are yet more evidence of the growing promise that user-generated media holds for marketers, Quinn said yesterday, as the perception that traditional forms of advertising no longer work takes hold.

“They’re willing to take some risks and spend some money on new medias that are not as tested or measured,” he said of marketers. “It’s obvious to them that they need to employ new strategies.”

The appeal of user-generated media to advertisers is, in part, the demographic it reaches—coveted 18- to 34-year-olds—but also the fact that the ROI is easier to determine, Quinn said.

Interestingly, PQ Media predicts that Podcast advertising will be a larger market than blog advertising by 2010.

- Kevin

This entry was posted by Kevin Reid on Friday, April 14th, 2006 at 8:15 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.