Podcasting to Generate $400 Mil. in Ads by 2011

That’s according to a report to be released by eMarketer this week, which finds that spending on podcasting advertising will quintuple over the next five years, from a paltry $80 million base in 2006 to a $400 million market in 2011. (Granted, this is still on the small side, considering the $20 billion interactive ad market expected this year.)

eMarketer analyst James Belcher is betting that a familiar Web power player will spark much of that growth: Google.

Belcher expects that by 2008, the 800-pound algorithm gorilla will develop a version of AdSense that can be easily adapted to podcasts, theoretically allowing any Joe Schmoe podcaster to implement advertising. “That should help grow the market,” he said.

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