This news may represent a validation of the potential of podcasting -- Radio Disney plans to offer free, ad-supported podcasts that targeted children. Starting in June, Radio Disney began inserting ads into its weekly podcasts. Video-game maker THQ is among the first to sign on.
“For our advertisers, podcasting is just a part of an overall strategy they make with their brand,” says Jean-Paul Colaco, president-general manager of Radio Disney Worldwide. “It’s taking all the pieces and maximizes the impact.”
Disney has advantages over independent podcasters when it comes to ad-supported podcasts. First, parents know the Disney brand and are more likely to be comfortable letting children listen to Disney-branded podcasts. For advertisers, Disney provides an opportunity to provide exposure across a broad range of media types.
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VBRs & Half-Baked:
I've made the really important bits above bold in order to stand out, but I've paraphrased for the benefit of direct application to OUR audiences below --
- Podcasting is just part of an overall strategy
It's not intended to take the place of traditional media it enhances and complements the message. - A radio campaign that includes podcasting maximizes the total impact.
- Just as the Disney brand allows parents to trust the content to their children, the Mix and Fan brands also deliver an association to trusted content. If clients (like The Beauty Doctor or Columbus Micro) associate their podcasts with our stations, it falls under our trusted brand umbrella.
- It's similar to when you (as a salesperson) get a personal referral to a potential client -- you walk in with the credibility and trust associated with the referring individual. Think about how much more powerful a personal referral is versus a cold-call.
- THAT'S the power of a client associating their podcasts and content with our station versus trying to create that brand trust for content on their own.
