Ad Age Poll Results: RSS, Podcasts Are Worthwhile Investment

[Hasmukh]

The question: Is marketers' embrace of new media premature, considering consumers' current low use of technologies such as podcasting and RSS?

What you say: 63% of Ad Age poll respondents said marketers need to jump on the new-media bandwagon now, even though Americans aren't commonly using technologies such as RSS and podcasting. Only 37% believe it's too early to adjust strategies toward those technologies now.

Only 8% of American adults listen to podcasts and 5% use RSS feeds, according to Jupiter Research, but according to Ad Age readers, marketers' embrace of the technologies isn't premature.

"Uncovering new ways to communicate to our targets in an emotional and experiential format should be at the forefront of the ad industry's charge in this hyper-connected world we live in," said Lorevic Rivera, senior brand strategist for Loomis Group.

From Adage

[Europa]

Only 8% of American adults listen to podcasts and 5% use RSS feeds, according to Jupiter Research, but according to Ad Age readers, marketers' embrace of the technologies isn't premature.

Is marketers' embrace of new media premature, considering consumers' current low use of technologies such as podcasting and RSS?

i think marketers should try and learn while the fields are still empty. there are a lot of lessons to be learnt in this area, especially RSS feeds. for example maybe if a consumer choses to use a sponsored/branded Feed reader, he can get fuller covergaeof ths stories or maybe even complete coverage. that would be a great reason for the consumer to increase usage of RSS feeds. right now you only get the headline...


does anyone here use RSS/Podcasts regularly? IS there anyone here from Web/New media marketing?

[encyclomedia]

does anyone have any idea of the size of Podcast and RSS viewership/TG in this country? I think its a still pretty greay area.