Podcast Advertising is effective, says PodcastOne CEO Norman Pattiz

The results of a study that has been analyzing the effectiveness of Podcast advertising have been released. Podcast CEO Norman Pattiz and Tom Webster, the VP of Edison Research Strategy, declared the outcome of a progressive study that was conducted countrywide among five of the most popular brands. The research, which got done between July and December 2016 illustrated a significant effect of Podcast advertising with increased scores on brand recall, intention to buy and remembering of precise messaging.

The survey showed that at least 60% of Podcast listeners could refer to a particular grocery after an Ad about it had run, a significant margin of the 7% among the spectators included in the pre-study. There was a significant increment in the product responsiveness between the research, with financial services product raising by 47% after the intervention, 37% for car after-market goods, with grass and garden products registering an improvement of 24%.

Post-research analysis showed that more than 33% of the respondents affirmatively to the question whether they had a ‘positive, view of a car after-market merchandise, a significant raise from 18% in the pre-research score. The percentage of the test-takers who reported to be ‘almost convinced’ to use a garden lawn product increased by 8% to 22% after the Ad.

Three types of research were conducted for PodcastOne by Edison Research Strategy in 2016 to observing the effectiveness of market promotion using podcast advertising for five different brands. The study involved established brands which were launching new campaigns and also upcoming brands that were trying to enhance their popularity. After 4-6 weeks of podcast campaigns analysis were done on the respondents and compared with their responses before the promotions. The results showed a rise in the consumer’s perception of the products after the podcast campaigns. It got indicated by a higher receptivity to and willingness to purchase the advertised products.

In addition to being the Founder and Executive Chairman of PodcastOne, Norman Pattiz has experience in radio syndication that spans over 40 years. He is also the brains behind America’s leading provider of news, entertainment and related content, Westwood One. He also founded Courtside Entertainment in 2010 with an objective of producing and distributing quality programming.

Pattiz has served on the Broadcasting Board of Governors of the United States of America, the authority that is in charge of overseeing all non-military broadcasting. He was appointed to the board by presidents Clinton and Bush in the years 2000 and 2002 respectively. Learn more: http://labusinessjournal.com/news/2015/aug/16/radio-turns-ear-demand/