In February Norman Pattiz and Tom Webster announced the results of a study about the benefits of podcast advertising. Norman Pattiz of PodcastOne and Tom Webster is VP of Strategy for Edison Research. The study was made using five major consumer brands in five different products and service categories.
The study was conducted over the last six months of 2016 and is the first-ever study of its kind, collecting data for before and after brand lift for podcast advertisers. The results were very positive for podcast advertising, showing listeners had a better brand recall, were more likely to purchase and demonstrated recall of specific messaging.
Brand recognition for a grocery store chain went up over 50 percent after a podcast advertising campaign. Other products achieved similar results, 47 percent increase for a financial services company; an aftermarket auto product went up 37 percent, and a home and garden product enjoyed a 24 percent increase. Results mentioned are only a sampling of the study, for complete results .
The studies were conducted by Edison Research on behalf of PodcastOne to determine the effectiveness of podcast advertising. Edison Research selected five national brands for their research, some well known and introducing new messaging along with other lesser known brands that were hoping to increase brand awareness. Learn more about Norman Pattiz: https://patch.com/georgia/atlanta/podcastone-ceo-norman-pattiz-reveals-networks-brand-lift-research-edison-researchers
Each study consisted of an online survey of product knowledge before 4-6 weeks of podcast advertising and immediately after the advertising campaign. The results clearly showed podcast listeners were very receptive to podcast brand messaging.
Norman Pattiz stated the idea of the study was to confirm the value of podcast advertising when compared to traditional advertising methods. The Edison Research project clearly demonstrated podcast advertising could have a significant impact on several key effectiveness measures.
According to Crunchbase, Norman Pattiz is a giant in the radio industry. His company Westwood One is America’s biggest broadcast network, broadcasting everything from news to sports. The CBS News, NFL Football, The Super Bowl, are a few examples of the reach of Westwood One. His Courtside Entertainment, launched in 2010 is home to Radio celebrates like Laura Ingraham, and Bill O’Reilly and many, others. In 2013 Norman started PodcastOne, and the company quickly grew to be number one in on-demand programming. Learn more about Norman Pattiz: http://normanpattiz.com/
Norman Pattiz has also served our country; he was appointed by both President’s Bush and Clinton to be on the Broadcasting Board of Governors. Pattiz has been Director of The Regents at The University Of California and served as a board member for the University of Southern California.