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Podcasts to Grow Ads

John Federico

A new report from eMarketer estimates that podcast advertising should grow to $150 million by 2008 and approach $300 million by 2010.

It's those audiences that have made podcasting attractive to several big name advertisers, despite its small usage numbers. Already, auto brands like Volvo, Toyota and Honda are sponsoring podcasts, and the report predicts that since "podcasting is positioned to deliver highly specialized content to niche groups," that all sorts of advertisers are likely to tap into the medium.

At this point, there are no publically available estimates on the podcasting ad market, according to the report, but several new companies have popped up recently, including Audible and Podtrac, which promise to improve ad spending metrics for the medium.