Understanding Podcast Advertising with Norman Pattiz

Just recently, the chairman of PodcastOne Norman Pattiz and Tom Webster the president at Edison research announced the brand lift studies outcome. The studies sought to look at the tests of advertising and targeted five top national consumer brands with five different categories of products and services. The study was first of its kind to narrow in on the prior and after campaign brand lift for different podcast advertisers. The survey was done in 2016 by the Edison Research. Norman Pattiz stated that the study results indicated a positive outcome when it came to podcast advertising with the intent to purchase, brand recall and recall of specific messaging.

The Edison Research conducted three studies in the second half of 2018 on behalf of the PodcastOne. The three studies were focused on the top national brands which are popular amongst the public while others are lesser-known. The study was aimed at looking for the increases awareness and trial of the brands. The studies which were all online were executed before the beginning of the podcast advertising campaigns. Another study was done between 4 and 6weeks of conducting the campaign. The results of the pre and post-campaign showed that the respondents had appreciation for the brand messages and if they possessed the willingness to buy those specific brands. According to Norman Pattiz, the main focus of the studies was to verify if the format o their podcast improves brand impact when compared to the traditional advertising formats. Leran more: http://normanpattiz.com/

The studies indicated that over 60% of the podcast listeners cited a particular grocery brand prior to the post-campaign. This was an increase of 7% from the before campaign studies. The studies also showed that there was an increase of 60% in awareness of campaign message, particularly for an automobile –aftermarket product. For the casual dining restaurant service, over 76% of listeners became aware of the brand. About 22% of the respondents indicated that they had a higher chance of using a garden product or lawn.

Norman Pattiz is a well-known figure in the industry of radio broadcasting. He is the founder of both PodcastOne and Westwood one. Norman Pattiz is also behind the formation of many radio and TV networks in the United States. He serves as the Chairman of the Lawrence Livermore and is also the recipient of the coveted Giants of Broadcasting Award. Due to the major milestones and accomplishments in the radio broadcasting industry, Norman was entered into the Radio Hall of Fame.

Reference: https://patch.com/georgia/atlanta/podcastone-ceo-norman-pattiz-reveals-networks-brand-lift-research-edison-researchers

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