PodcastOne and Edison Research announced the results of advertising studies that were conducted on the platform in February this year.
The studies were made after Edison Research had conducted tests with five national brands with several products and services. The tests were done over the last six months of 2016. They were done before and after the advertising campaigns were run.
The study showed that podcast advertising had a positive impact on metrics including intent to purchase and brand recall. The research firm asked people to fill out surveys online in order to measure the impact effectively. Listeners showed an increased willingness to purchase the brands after hearing the campaigns.
The product awareness of an automobile product and a gardening product rose by 37% and 24% respectively. The number of listeners who could mention a grocery brand grew by more than 50% from 7% before the campaign.
The popularity of the products varied with some of them being lesser-known brands that were aiming for more awareness. The campaigns were run for four to six weeks before being tested after the surveys were performed. Norman Pattiz is the chairman of PodcastOne.
He said that the goal of the company has always been to show the effectiveness of the format. He stated that he was excited to see that podcasts had more impact on brand awareness than traditional formats.
Tom Webster is the vice president of Edison Research. He was present to give his opinion on behalf of the company. He started by thanking PodcastOne and the brands that they had worked with for their co-operation through every step of the way.
He said that the methodology of the company allowed them to correctly measure and study the audiences that were involved in the study. They were eventually able to determine that podcasts offered a superior opportunity for brands looking for advertisement.
Norman Pattiz is also the founder of Westwood One. He is considered to be the father of American Radio. He grew the company to become the largest provider of audio content and programming as the CEO.
Pattiz has more than four decades of experience in the industry. He has been recognized for his contributions. He is a recipient of the Giants of Broadcasting Award that is awarded by the Library of American Broadcasting.