Advertising on podcasts seems like it has a high return on investment. I personally listen to a lot of podcasts and always catch myself when I am on a website, about to buy a product, because the podcast host did a plug for it. I almost always at least check out the service or product.
But, the author of this article, clearly makes an argument of how murky the return on podcast advertising actually is. The reason why is not that's it's not working (or so we think). The reason why is that there isn't a standardized way of measuring the impact of ads on purchases. The basic measure of what a view constitutes is still being debated.
The article made me wonder why Apple and Google and other podcast distributors haven't already made "a play" in this space. It would seem like a logical next step for Google to offer ad analytics for podcasts directly distributed via Android.
We'll see what happens!
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