During the last half of 2016, there were comprehensive studies done, by Edison Research and PodcastOne, to take a look at the results that advertising can bring. There were five major brands dealing with five different categories and products. These studies showed that there were significant and positive impacts for podcast advertising dealing with the recall of specific messages, a recall of the brand, and the listeners intent to buy the recalled item.
The key findings of the studies showed that there were over 60% of their listeners that had a recall on a post-campaign grocery brand, which increased 7% in a pre-study finding. For financial services, the findings increased by 47% in the pre-study and by 37% in aftermarket car products, 24% in regards to lawn and garden products.
The awareness of some specific messages for aftermarket products was increased by 60% from pre-study findings. Casual dining increased by 76% over the pre-study findings.
Edison Research in 2016 conducted three different studies for PodcastOne to access the effectiveness of podcast advertising of five national brands. They not only used well-known brands but some lesser known. Some of the well-known were launching new messaging and the other not so well known were interested in trial and increased awareness of their products.
There were surveys run online with the audiences of different podcasts. The surveys were done pre-campaign and again after the products had run the advertising segment for 4-6 weeks. The same method was used in each case, showing that the podcast audiences were listening to the brand messages aired and were showing an increase in considering or in purchasing these brands.
Due to their methods of doing these studies, it allows them to gage the audience’s reactions in a before and after scenario. The research showed that podcast advertising has a very large impact on a lot of the key effective measures used.
The Executive Chairman of PodcastOne, Norman Pattiz stated that the focus of PodcastOne has all along, been to verify, independently, that their format is providing an enhanced brand impact that goes beyond any traditional advertising formats. Their multi-tiered formats used to integrate advertising and measurement are validated by these studies and the positive results show that they work.
Norman Pattiz is a hands-on person who says that there are no typical days to his work week. Being a small company he works along with everyone else in ad sales, and talent acquisition and whatever else may need his expertise that he has gained through 40 years of experience.