Toronto-based Digital Garage Media, a branded entertainment marketing agency, is now adding podcasting to its repertoire. The agency’s podcasting service builds marketing programs around a podcast encouraging companies, such as a packaged goods firm for example, to sponsor a music or video game channel to reach its primary demographic.
‘The objective here is to encourage the creation of podcast content,’ says Geoff Clendenning, managing director at Digital Garage. ‘We can create an on-pack contest on behalf of the client or even within retail outlets or online. And then aggregate content to build entire communities around the sponsored podcast.’ He says this will help advertisers link their brand with a very niche podcasting community. According to Clendenning, the agency is currently shopping this service to several tier-one companies.
