Podcasting Video Commercials

By Timothy R. Hawthorne

Q: iPods are everywhere and video podcasting is a growing phenomenon. How can I use this medium to sell products and build my brand?

A: So you're looking to tap into the podcasting craze that's sweeping the nation and the world, but you aren't sure how? Start by checking out the handful of companies that already are providing advertising services on top of the popular broadcast medium. Firms like Fruitcast, Blast Podcast and Podango sell advertising services that allow marketers to get their piece of the hype surrounding podcasts.

As you look around at your options, however, don't expect this Wild Wild West of advertising mediums to be an easy slam-dunk. While it seems simple and affordable enough to create a 15-second spot that someone can view before, during or after a video podcast, incorporating a successful response mechanism into that format will be challenging.

And unlike DRTV, measuring the success of a video podcast will be equally as perplexing for the direct marketer who for years has enjoyed the accountability associated with infomercials and short-form DRTV. The sheer number of broadcasts that are downloaded, but that are never viewed or listened to, can be mind-boggling. Also challenging is that the fact that picking up the phone while riding an elliptical machine at the gym (where many people listen to their iPods) is next to impossible, thus minimizing the effectiveness of any DR mechanism included in the ad.

That's not to say you can't sell products and services via video podcasting. It just means that you'll have less time (probably 15 seconds or less) to get your point across, and to do it in a way that compels viewers to pick up the phone or visit a website for the full story. Because the video podcasts themselves are only about five minutes long, marketers have less time to tell their stories, but more opportunity to be in front of an audience that may not watch or respond to infomercials and short-form DRTV. It's a double-edged sword, and one that companies will have to learn how to wield wisely if they want to see results from their podcasting investments.

The actual ad placement also matters, as marketers test pre-roll, post-roll and interstitial options to see which produce the best results. So far, it looks like post-roll may be a bit of a gamble, with many time-starved viewers tuning out instantly after their video selection is consumed.

On a positive note, iPods and related devices are being snapped up like crazy, and are morphing into even more technologically complex gadgets that at some point will likely be able to send and receive e-mail, make phone calls and browse the web. With that wireless connectivity, comes more interactivity for users and accountability for marketers.

As video podcasting continues to evolve, the opportunities for direct marketers also will grow, according to Ben Mendelson, president of the ITV Alliance in Los Angeles. For much like the Internet evolved into a commercial enterprise, so too will podcasting. "At this point it's still more future opportunity than reality," says Mendelson. "We're already seeing it used to broadcast news and sports clips. Attach a DR campaign to that and you'll have success."

Timothy R. Hawthorne is chairman and executive creative director of hawthorne direct inc, a full-service DRTV ad agency founded in 1986. A 33-year television producer/writer/director, Hawthorne is a cum laude Harvard graduate. He can be reached at thawthorne@hawthornedirect.com.