Yesterday we talked about the automotive industry and its use of online advertising.  Remember that?  They're spending billions of dollars to reach consumers online for products that almost certainly won't sell online.  And it's paying off for them.

In fact, Chrysler saw such good results from an integrated marketing deal with CNN and Time Magazine last year, that it's resigned the same deal this year.  Under its deal, Chrylser gets television advertising, mobile advertising, online video advertising, podcast advertising, print ads in Time, electronic billboards, and online advertising.

Whoa.  That's a very integrated campaign.

More companies are looking for multi-platform deals like the one Chrysler signed.  There's hardly a media platform untouched by the deal.  Plus, look at all of the emerging media covered:  mobile… online video… podcasting… and online advertising.  According to ClickZ, Chrysler's 2005 deal was quite effective in that it made consumers more aware of the Chrylser brand, upped consumer rating of the Chrysler brand, and put the idea of buying a Chrysler vehicle into their heads.

Not bad for an advertising campaign centered around Time's Person of the Year, arguably a far cry from the automotive industry.

CNN told ClickZ that the majority of it's advertising campaigns are now integrated, multi-platform approaches like the Chrysler deal.  I'm sure I'm not the only one thinking that this the approach more and more advertisers are going to migrate towards.  CNN says advertiser demand prompted them to move towards the integrated approach.  And if you'll notice, all of the new media we've been talking about here is included.

So when I say you need to think about podcasting, don't look at me like I'm crazy.  Even if you don't immediately see the relevance of a medium to your business, it's there.

You just have to be creative and find it.