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Podcasting set for popularity boost
Increased online advertising investment is to be directed at podcasting, according to a new report, as the form of internet media is expected to gain in popularity in the coming year.A study carried out by eMarketer forecasts that spending on podcasting advertising will increase from $80 million last year to reach $400 million in 2011.
James Belcher of eMarketer told Media Week why this boom was so likely, putting the predictions down to the expectation that by 2008 Google's AdSense product will have podcast capability.
Although "the percentage of people who use podcasts regularly remains pretty low", Mr Belcher pointed out that those who do utilise this kind of internet media are "really into it" and so represent an "excellent media target" for online advertising.
Although the Pew Internet & American Life Project found that just 12 per cent of people in the US had watched a podcast, they are becoming more popular in the UK.
E-skills UK recently reported that employers were increasingly turning to online solutions to train staff, with podcasts proving the most popular technology to this end.
Online Advertising news posted on 14 February 2007
