In the UK, the financial and business paper City AM has started delivering its podcasts to mobile phones taking advantage of Bluetooth technology. As reported on NMA "screens at Liverpool Street and Waterloo stations display a City AM commercial prompting viewers to turn-on the Bluetooth function on their phones to download an MP3 file of City PM, City AM's daily 5-minute news podcast".

This is a really cool idea, it's definitely an explosive mix of technology (bluetooth), media (mobiles + outdoor) and content (podcasts). Wow! Take note...

Get your marketing message delivered directly into people's ears, and do it in a (rather) cheap way. Just launch a podcast service, or if you dare just a little bit more, create your own online and mobile (!) radio station.

Two recent examples of "audio marketing" (I know it a bad naming! any better idea?):
- Amazon has just debuted on the Web with Amazonwire, a podcast featuring exclusive interviews with authors, musicians, movie directors and other people behind the products they sell (via Random Culture).
- Bacardi has just presented BACARDI B LIVE Radio which will stream exclusive music content 24/7 through the Internet and directed to mobile phones across the world. On Mobhappy you find a good analysis of this idea.

In the UK, confectionery maker Cadbury has just launched a talent contest based on podcasting. The contest aims at discovering undiscovered talent, no matter in which field, as long as it can be expressed through audio. Singers-songwriters, poets and/or writers can submit their mp3 and be featured in a weekly selection distributed as podcast. The public will then be able to download the file and vote for the best work.

I can't tell you exactly why, but I very much feel like these guys just thought: what's hot in online marketing? Podcasting. So let's make something using podcasting, no matter if it's not original nor funny...

[news via NMA]

A new study from market research agency BMRB suggests that over 10% of the adult population have already downloaded a podcast in the last six months and figures will continue to grow. Digital Bulletin reports that in the UK over 7.9m adults could be downloading podcasts over the next six month, representing a unique opportunity for brands to advertise on already successful podcasts or create new (high quality) branded audio content. BMW docet?

In Germany Coke Light is about to launch its own podcast as part of the "Live Life Light" campaign. The podcast will last about 15 minutes and will feature inspirational content to help people discovering the beautiful side of life and "think positive".

I can't wait to download this... I definitely need Coke to inspire my life (of course I'm joking!)

Remember when BMW said it was giving up its efforts on branded content? Well, maybe they were lying since they just launched a series of audio book podcasts... Leading authors at the publisher Random House have written 45-minute audio books, each one featuring a different BMW car. The audio books are available for free at www.bmwaudiobooks.com.

The first podcast is Don Winslow’s The Beautiful Ride.

In France, Maybelline has launched a series of "beauty podcasts" featuring tips to get a perfect make-up.

The podcast marketing effort is divided in two parts: a weekly video to download for the new iPod and a "traditional" audio podcasts section sharing make-up suggestions by Max Delorme (who?).

[news via iPub]

If you know the past you can predict the future. This isn't always true, but this post by Doc Searls really helps understanding how the podcasting business model can evolve. If you're interested in the topic there is also a (very long) post on Ratcliff blog which, on the contrary, considers the "future" of podcasting.
Be aware you need some time to read the discussion, and you will also have to skip some flames. But it's worth reading to get a better idea of where the podcasting business can or cannot head.

On Business Week Heather Green explores some of the possibilities to make money out of podcasting. Sponsorship is at the moment the most used business model and it's usually based on a flat rate deal with the advertiser. Sponsorship implies a 15 or 30 seconds audio ad at the beginning of the podcast. Of course, as the article points out, if the ads are based on a flat rate, they can end up being a bargain or a total failure, depending on the number of downloads the podcast will receive. Prices per thousand downloads range from $10 to $25, with podcasters taking advantage of the fact they reach specific target groups. The more selected the audience, the higher the value for the advertiser.

However, several podcasters want to stay "pure" and avoid advertising to make money out of their audio files. Some are asking for donations (even $2 can help) or charging subscription fees.

Through Apple's website, the King Kong movie trailer is available for the iPod video also.

I've found the link on iLounge, and I suggest you reading the entry because of the interesting comments users posted.

Nike has just launched a multimedia campaign starring Ronaldinho and the new Tiempo Legend shoe. As NMA explains, the campaign includes mobile, online and video podcasting push. Nike is going to be the first brand to enable consumers to download Ronaldinho's video on their iPod. There is no above-the-line media spend for the campaign, so Nike will only rely on word-of-mouth to spread the idea.

The campaign idea is great, I mean, the fact that they combine digital channels to deliver the message, but I saw the video and it isn't really as good as I expected. Ok, I'm not a big football fan, nor a football player but I found it rather boring.

Mediapost reports Adobe has launched an infomercials to be watched on the new iPod Video. It's an half-hour guided tour of Adobe's Photoshop dubbed "Photoshop TV".

Since the first episode is in mp4, I think you can also watch it on your PSP.

Get ready for another device for viral marketing... the iPod.

On Blogspotting Heather Green questions whether podcasting is just a bubble or it really has business potentials.

Recently Yahoo! released a report (RSS—Crossing into the Mainstream) in which 28% of the people surveyed said they were aware of podcasting, but only 2% actually listened to podcasts.

So back to the main question... Is podcasting just a bubble? Well, podcasting has been probably a little bit overhyped until now, but don't worry, it is here to stay (and to grow).

Nine fads to ignore

A business model for podcasting

Eurostar uses podcasting as marketing tool

Harry Potter on your iPod

New marketing podcast

Kraft Food: recipes for your iPod

Advertising and music: love is in the air

Advertising and podcasting

Making money out of podcasts

Podcast marketing campaign for Lexus

Virgin Atlantic starts podcasting

Purina launches the "Animal Advice" podcast

Wine company starts podcasting

Podcasting makes condoms' marketing easier

Are looking for more cool interactive ideas? Check the archives