Advertising spending on user-generated online media -- blogs, podcasts and RSS -- surpassed $20 million last year, a 198.4 percent increase over the 2004 level, according to a PQ Media study. And now that social networking and video-sharing websites are quickly gaining mass audiences, spending in this arena throughout 2006 is sure to skyrocket.
Some of the key growth drivers are continued audience fragmentation, the perceived ineffectiveness of traditional advertising, and the desire to reach the elusive 18- to 34-year-old demographic. The internet is empowering novices to level the playing field.
Just as blogs have given suburban housewives a voice, film and video websites are providing amateurs a real distribution outlet. This increasing power of consumer-generated content, practically the most influential factor in today's media landscape, creates an opportunity for your marketing messages. Involving consumers is an attractive technique for marketers to obtain real engagement; however, a pressing issue is how to protect your brand while not restricting consumers.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.