This podcast brought to you by the makers of . . .
Canada’s Financial Post reports that SSL International PLC, owners of Durex condoms, paid an undisclosed amount to the Dawn and Drew podcast (WARNING - Adult Content) to promote a new product line. A spokesperson for SSL said they paid “less than 1%” of the product’s advertising budget on the podcasts.
The article also quotes Kaan Yigit of Solutions Research Group Inc. who thinks, “The iPod tide will lift the advertising boat.” Other advertisers who have jumped on the podcast bandwagon include Heineken, GM, Corus Entertainment and Sirius Satellite Radio.
I don’t know about Yigit’s prediction but it was only a matter of time before marketers found a way to exploit the new technology. We are bombarded by advertising from the time we wake up in the morning until the time we go to sleep at night so we should be used to it by now, I guess. However, I have to admit that every once in a while my nologo sympathizing teenager scores a point or two.
The really big prize awaits the person who figures out how to sneak their brand into our dreams on a regular basis. Product placement folks take note. There is your challenge.