Podcasts

Podcasts are audio or video files downloaded from the internet that can be uploaded to portable digital players. 

Many advertisers are using free podcasts as part of their communications strategy, embracing the on-the-go media to meet the changing lifestyles of their readership. As they are often made in series, podcasts encourage a loyal audience base that have subscribe to be kept up to date with the next instalment. Podcasts can provide a golden opportunity for brand owners who want to reach an eager audience who have made a rational decision to download content that contains their advertising message. Podcasts are non-intrusive, relevant to the consumer and is served to an already engaged audience. 

Times Online has run a number of highly successful podcast campaigns for advertisers including IBM, L'Oreal and Investec.