Norman Pattiz is the Executive Chairman of PodcastOne. Tom Webster is the VP of Strategy with Edison Research. They have done several comprehensive studies after getting the results of some advertising tests that have been done.
These have been conducted on five major national brands that were spread across five separate product categories. This is a first of its kind survey. This is because pre- and a post-campaign study was conducted in order to know the impact of podcast advertising on these brands during the last half of 2016.
The study was designed to study the positive impact that podcast advertising made on brand recall, besides the intent to purchase as well as the recall of the specific message.
There were highly interesting findings from these studies. In relation to a grocery brand, the recall was 60% in post-campaign, while it was 7% in the pre-campaign.
The product awareness for a financial services product; increased by 47% from pre-study to the post-study. It increased by 37% for an automobile product. This increase was 24% in case of a lawn and garden product.
Besides, in the post-study, nearly one-third of the respondents changed their opinion of the product. It went up to nearly 22% for the lawn and garden products. Learn more about Norman Pattiz: http://finance.yahoo.com/news/network-chairman-norman-pattiz-announces-230000022.html
Next, the awareness of any specific message of the campaign for an automobile aftermarket product; increased by nearly 60% when compared to the pre-study. The same increased by 76% for a casual dining restaurant.
There have been three different studies conducted by Edison Research in 2016. These were done on behalf of PodcastOne. The aim was to test, examine and analyze the effectiveness of doing podcast advertising. It was measured on five national consumer brands. While a few of these brands were well-recognized, the others were not.
Hence some were launching new messages while others were aiming for an increase in awareness. In all these cases, there were online surveys conducted before running the podcast advertising campaigns. This campaign was run for 4-6 weeks.
Then the post-campaign studies were done and the results analyzed. The results displayed that the audiences were receptive to these podcast messages. There was an increase in the willingness to purchase these brands.
Norman Pattiz further clarified the purpose behind conducting these studies. He wanted to get it independently verified that this podcast format is able to provide an enhanced impact on the brand. This is an impact that would go well beyond that made by the traditional advertising formats.