Ad Age Poll Results: RSS, Podcasts Are Worthwhile Investments

Respondents Say Marketers Need to Jump on the New-Media Bandwagon Now

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NEW YORK (AdAge.com) -- Results are in from last week's debate about whether too many marketers and ad agencies are devoting too much of their focus and money to such low-yield emerging channels.

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.

Doug Saratin, president of MultiMedia Alternatives, questioned the effectiveness of the methods. "Do you truly believe that the techno-savvy are paying attention to the ads displayed using this media?"

Using new technology is important as long as budgeting is in line. "If only 8% listen to podcasts, then I don't know any marketers who are spending close to that percentage of their overall ad budgets to proportionally invest in line with how much time consumers spend of every day online," said Adrian Capobianco, VP-interactive marketing for Fuse Marketing Group.

Both sides voiced the need to strike the right balance. "I would expect my agencies to wholeheartedly embrace emerging-media technologies, but not at the expense of ... those technologies that my prospects are comfortable with and use today," said Deven Nongbri, director-consumer marketing for AT&T.

Next week's question: Does Tom Cruise's firing signal a shift in celebrity culture as consumers become "stars" of their own online films, blogs and MySpace pages?
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