Podcast Advertising Strategies on Consumer Brands

Tom Webster and Norman Pattiz, PodcastOne’s Executive Chairman, announced the results of a study conducted by Edison Research. The study was performed on five major national consumer brands across different services and product categories.

The study was the first-ever research of pre- and post-campaign brand lift for advertisers of podcast. It was carried out over the last half of 2016 and displayed a positive impact on the advertising of the company on purchasing intent, brand recall and specific messaging.

Norman Pattiz and Tom Webster, Edison Research VP of Strategy, were mostly pleased by these findings. Unaided product awareness for various items recorded a percentage increase from the pre-study to the post-study. Financial services items rose by 47 %; automobile aftermarket products recorded a 37% increase and an increment of 24% for garden and lawn items.

Additionally, individuals who participated in the post-campaign were more than the ones on the pre-study. Participants rise shown by the listeners’ percentage record. In the pre-study, 7% listeners mentioned a grocery with particular brand details. However, the number increased to over 60% in the post-campaign.

For the research enhancement, Edison Research carried out three separate studies on PodcastOne’s behalf. This was to examine the advertising effectiveness of the organization on various brands. Some of the brands were popular whereas others were lesser-recognized brands. The lesser-known brands sought increased trial and awareness.

For the famous brands that were launching new messaging, the research would aid them in their success. In each case, Edison Research used similar methodologies. In the end, the study indicated that podcast audiences were receptive to brand messages, and displayed the willingness to consider or/and buy those brands.

With Norman’s ideal knowledge, he guides the company towards using modern advertising formats that yield higher purchasing intent. PodcastOne is characterized by a multi-tiered approach to integrated measurement and advertising. This group’s attribute has put PodcastOne at the top of the advertising sector supported by podcast network. At the moment, the system presents more than 340 hours of programming weekly, across over 200 known podcasts.

Before joining PodcastOne, Pattiz was productive in 2010. He established and launched Courtside Entertainment Group; located in Los Angeles. The company produces quality programming and finances many platforms.

The organization is a high-profile host for famous personalities including Drew Pinsky, Ron Paul, and Bill O’Reilly among others. Later, Norman Pattiz engaged other recognized people in his Podcast network. Today, PodcastOne’s famous personality and brand lineup include Dan Patrick, Adam Carolla, Steve Austin, NPR New York and NPR Los Angeles. Under Norman’s guidance, PodcastOne is nationally and globally recognized.

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