Feed Branding. The Next Wave?
In the autumn of 2004, General Motors used a podcast to help introduce its 2005 vehicle line-up. Microsoft soon followed suit, and now dozens of companies are using podcasts as part of their branding mix.
Such podcasts represent the first wave of an emerging trend called feed branding, which also includes RSS feeds, ring tones and digital radio.
Podcasts are "radio" programs or other broadcasts uploaded to Apple's iPod and other MP3 players. Subscription-based RSS feeds relay updated content from news sites or blogs. About 10-15% of such feeds now carry advertising, but that percentage will increase rapidly.
Ringtones, customizable sounds on mobile phones are already with us and contributing a significant percentage to the RM60 billion a year youth market in Asia Pacific.
And digital radio, in its infancy in Malaysia, uses satellites to transmit content-specific ads or even images to accompany DJs or songs.
Such podcasts represent the first wave of an emerging trend called feed branding, which also includes RSS feeds, ring tones and digital radio.
Podcasts are "radio" programs or other broadcasts uploaded to Apple's iPod and other MP3 players. Subscription-based RSS feeds relay updated content from news sites or blogs. About 10-15% of such feeds now carry advertising, but that percentage will increase rapidly.
Ringtones, customizable sounds on mobile phones are already with us and contributing a significant percentage to the RM60 billion a year youth market in Asia Pacific.
And digital radio, in its infancy in Malaysia, uses satellites to transmit content-specific ads or even images to accompany DJs or songs.
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