PodcastOne has announced the results of advertising tests on five national consumer brands. The brands were from five different product and service categories. A similar study was conducted early in 2016. According to the studies, there is significant positive impact of podcast advertising on recall of specific messages, intent to purchase, and brand recall. PodcastOne’s executive chairman, Norman Pattiz, and Edison Research VP of strategy, Tom Webster, made the announcement.
The studies had four key findings. Over 60 percent of respondents were able to recall specific grocery brand after the campaign as compared to only 53 percent of the participants, before the study. This improvement means that podcast listeners are able to retain more information. There was an increase in unaided brand awareness. Financial services product had the highest increase of 47 percent. Automobile aftermarket products had an increase of 37 percent while lawn and garden product increased by 24 percent.
More people indicated a ‘very favorable’ opinion for an automobile aftermarket product. This figure rose to 33 percent of participants compared to only 18 percent of participants, before the study. Lawn and garden product received an improvement of 6 percent. Moreover, the automobile aftermarket product received awareness increase of 60 percent. In addition, 76 percent of the respondents were aware of casual dining restaurant. This information was originally mentioned on PRNewswire as highlighted in the following link http://www.prnewswire.com/news-releases/podcastone-chairman-norman-pattiz-announces-results-of-networks-brand-lift-studies-conducted-by-edison-research-300405404.html
In 2016, Edison Research carried out three separate studies on behalf of PodcastOne. While conducting the research, the company used nationally recognized brands. The well-established brands were launching new messages while the less known brands were looking to enhance awareness of their brand. Before the study, the company conducted online surveys. After between 4 and 6 weeks, the brands engaged in comprehensive promotional campaigns. Another survey was then conducted and the reports from the data prepared. In the end, it was established that podcast ads have positive impacts on listeners’ willingness to purchase or identify with a given brand.
Norman Pattiz echoed his company’s commitment to verify the impact of podcast advertising on listeners. The studies confirms the belief that podcast format has a higher impact on the audience compared to those used in traditional advertising.
About Norman Pattiz
Norman Pattiz is an American broadcasting guru. The expert has been heavily involved in entrepreneurship. Norman has served as a regent of the renowned University of California. In his career, he has received different awards, including the Giants of Broadcasting Award. Norman has made a huge impact on the Pacific Council on International Relations and the Council of Foreign Relations. He is the founder of PodcastOne, Courtside Entertainment Group and Westwood One. Through PodcastOne, Pattiz has enhanced the adoption of podcasts by the public.