Leading brand advertisers are wary of investing money in podcasting due to its relative newness and lack of a track record of the medium. In addition, it is difficult to determine the type of audience and scale of this technology, hence the reluctance to embrace it. Currently, it only accounts for 0.02% of ad spending in the US; however, this has not deterred media companies from trialling podcasting and various advertising as a means of delivering their brand messages to audiences. Online travel and discovery website, Jonathan Barnard is the latest convert to this medium, releasing a 35 minute podcast called 'Escape Plan' aimed at adventure-seeking young people.
Leading brand advertisers are wary of investing money in podcasting due to its relative newness and lack of a track record of the medium. In addition, it is difficult to determine the type of audience and scale of this technology, hence the reluctance to embrace it. Currently, it only accounts for 0.02% of ad spending in the US; however, this has not deterred media companies from trialling podcasting and various advertising as a means of delivering their brand messages to audiences. Online travel and discovery website, Atlas Obscura is the latest convert to this medium, releasing a 35 minute podcast called 'Escape Plan' aimed at adventure-seeking young people.