Tom Webster and Norman Pattiz, the Executive Chairman of Podcast One, announced the findings of a research earlier conducted on advertising tests. The tests were performed on five national consumer brands across different service categories and product.
The study for the post and pre-campaign brand boost for podcast advertisers was carried out in the last few months of 2016. The study indicated significant impacts of employing podcast advertising on intent to purchase, brand recall, and recalling specific messaging.
The study reported that unaided awareness of products for financial services increased by 47%, while that of automobile products rose 37 %. For garden and lawn products, product awareness increased by 24 %.
A third of respondents in the post-study said that automobile aftermarket product was very favorable. In the pre-study, 16% of respondents said they were likely to use garden and lawn products. Learn more about Norman Pattiz: https://www.linkedin.com/in/norman-pattiz
At the end of the research, the number of respondents who stated that they might consider using lawn and garden products increased to 22%. Awareness for particular campaign messages for automobile products increased by 60% while that of casual dining restaurant increased by 76%. The increment for product awareness represented the period before the study to the post-study.
The results from the above studies carried out indicate that podcast advertising was highly effective for the brands. Most of the brands used in the study were already popular. However, launching new messaging led to increased trial and awareness of the brands.
The study on the campaigns indicated that podcast audiences were highly receptive to various brand messages. The findings also show that there was increased willingness to purchase or/and consider the brands advertised.
The results from the study also show that podcast formats provide enhanced brand impacts as compared to traditional advertising formats with minimal effects. The methodology used in the survey clearly indicates that podcast advertising has enormous effects on brands thus leading to increased sales and creation of awareness to customers.
The success behind PostcastOne can be attributed to Norman Pattiz who is the Executive Chairman and founder of the company. Norman Pattiz has an experience of more than forty years in radio syndication thus enabling him to gather a lot of knowledge and skills in his profession.
In addition to that, he founded Westwood One and led it to become America’s largest provider of sports, traffic programming, news, talk, and entertainment to the Broadcast Industry. Norman also founded Courtside Entertainment Group in 2010 to produce and share quality programming.