Norman Pattiz, the executive chairman of PodcastOne, recently went public with the announcement of results coming from a series of different studies involving tests in advertisement with five major consumer brands.
Pattiz, along with Tom Webster, who is the Edison Research Vice President of Strategy, were the ones to conduct the first study of campaigning brand lifts for podcast advertisers, researching both the pre-and-post campaigning results of each, all of this being done over the last half of 2016. There were three separate studies being conducted in 2016 by PodcastOne, all of them done to examine the effectiveness of advertising during podcasts for different national brands.
The results of the studies found several interesting trends, such as how more than 60% of the listeners made mention of a specific grocery brand after the campaigns were finished, which is actually a slight increase from the pre-campaigning study. The study also showed that unaided product awareness went up between the pre-and-post study by 47% for products involving financial services, 37% for automobile-based products and only 24% for lawn and garden product placements. Also, when it came to the automobile aftermarket campaigning, more than one third of people responded said they had a real favorable opinion of it in the post-study showing.
As far as the studies went for the brands, many of them were ones that were already well known to most people but there were also some other lesser known brands involved that needed more awareness during the trial. In any case, the online surveys conducted for the audiences who listened to different podcasts were surveyed before, during and after each brand had put up several works worth of advertisements on those podcasts. The end results showed that audiences were more open to listening to the brand messages and more willing to consider buying from those brands after more exposure to them.
Norman Pattiz is the founder and owner of PodcastOne and is also the founder of the radio company Westwood One. Based out of Los Angeles, Pattiz has more than 40 years of experience in radio syndication. Before this, he founded the Courtside Entertainment Group in 2010 in an effort to put out quality programming for all people to listen to. After realizing how many opportunities existed in the media, he then went on to launch PodcastOne towards the end of 2012, becoming the biggest producer in on-demand programming.