The use of Podcast for advertising was investigated by Edison Research for PodcastOne. The chairman of PodcastOne together with the research company’s VP announced the results. The research was done to determine the success of 5 brands in different areas of the economy. During the last quarter of 2016, campaigns and advertisements were done using podcasts to determine the success of this mode of advertising.
The research conducted by Edison Research made the following determination;
A 7% increase in audience was noted in comparison to pre-study samples. Over 60% of the listeners were of a particular grocery brand.
- The post-test study recorded a 60% increase in awareness of the campaigns for aftermarket products, particularly automobiles. Casual dining in restaurants went up by 76% owing to this advertising strategy.
- A good many respondents were inclined towards auto aftermarket commodity: 1/3 of the respondents inclined this way. This was an 18% increase from what was recorded in the pre-study.
- A 47% increase was recorded from pre to post examination of product familiarity. Aftermarket products, automobiles in particular, recorded a 37% increase. Lawn and gardening products reflected a 24% increase in sales.
So, Edison conducted three studies to determine the performance of five of PodcastOne’s national brands. Some of the products appeared to be well known to consumers in the market, but there were those which were still struggling to make a name for themselves.
Virtual surveys had been conducted before the launching of the PodcastOne campaigns to determine the audience it enjoys. The result of the surveys demonstrated that the audience in the market was inclined to make purchases of PodcastOne’s brands. Learn more about Norman Pattiz: http://labusinessjournal.com/news/2015/aug/16/radio-turns-ear-demand/
PodcastOne’s chairperson, Norman Pattiz indicated that the intention of the survey was to confirm that traditional advertising methods had fallen to more contemporary ways. This he felt was a validation of PodcastOne’s methods.
The Edison VP was glad to have worked with PodcastOne. He reiterated that podcast advertising had infiltrated the market and was invaluable.
PodcastOne’s Norman Pattiz
Norman Pattiz, apart from his leadership role in PodcastOne, is part of the ‘foreign relations council’. He is also a member of the ‘pacific council. He sits in the ‘University of California’ board. Pattiz once worked as ‘InterPacket Network’ director. He also worked at Westwood One in a similar position.
He has been awarded the ‘Broadcasters’ of the Year Awards on multiple occasions. In the recent past, he was inducted into Radio’s ‘Hall of Fame’ for his years of contribution to the industry.