Norman Pattiz, Chairman of PodcastOne, together with Tom Webster, who is the VP of strategy at Edison Research, has officially announced the results of studies conducted on advertising tests, which included notable national consumer brands across several product and service groups. The research focused on pre and post brand promotion boost by podcast promoters and took place within the last half of 2016. The study has exposed the substantial impact on brand recall advertising through podcasts, as well as the intention to recall and buy accurate messaging. Learn more: https://www.discogs.com/artist/3710509-Norman-Pattiz
Key Results from the Research
- The number of people listening to podcasts who refer to a specific grocery brand after the advert runs had a 7% increase to pass the 60% mark.
- Awareness for stand-alone products like financial services rose by 47% from pre-study to post-study. For vehicle aftermarket products there was a 37% increase, while responsiveness for lawn and gardening products saw a 24% increase.
- Response to a campaign aimed at promoting a particular automobile after-sales product grew by 60% pre and post research, and 70% for a local restaurant.
- During post study, over a third of respondents could offer positive reviews regarding after-sale automotive products, which represents an 18% growth margin in pre-research. Similarly, during the post-research, 22% of the respondents were “almost convinced” about using a particular garden item, a 16% difference compared to before the study.
Earlier in 2016, Edison Research, on behalf of PodcastOne, conducted three particular types of research to observe the impact of podcast marketing on some five national brands. Some of the brands were lesser known and in pursuit of more awareness. Some were already established and were only introducing new promotions. Top podcasts were keenly observed before they started running the advertisements. They were also surveyed 4 to 6 weeks after each brand had run its campaigns through similar strategies. The results proved that podcast listeners react positively to brand advertisements, and are even ready to start using the products.
PodcastOne CEO Norman Pattiz was heard saying that their main agenda is to independently confirm that the podcast setup is second to none when it comes to product advertising. He further stathe reed that results from the research have authenticated their integrated approach to advertising and measurement.
About Norman Pattiz
Norman Pattiz is the Chairman and CEO of PodcastOne. He is also the founder of Westwood One, a radio network in America which under his leadership became one of the largest providers of news, entertainment, sports, and traffic programming on television.
Through his career, he has occupied several top positions, including president of the Broadcast Education Association. He was also appointed to the United States Broadcasting Board of Governors in 2000 by President Bush and reappointed the same position in 2002. In 2012, Pattiz founded Launchpad, which eventually rebranded to PodcastOne in February 2013.