Why Norman Pattiz Agrees with the Brand Lift Research for Podcast Advertising Conducted by Edison Research
Edison Research carried out a brand lift research regarding the effectiveness of the advertising strategies of Norman Pattiz’s PodcastOne. As CEO of PodcastOne, Pattiz joined forces with Edison’s vice president, Tom Webster, to announce the findings of the research. Participants in the research were five top consumer brands. The participants were chosen from across five diverse service and product categories.
Edison Research carried out three distinct studies in 2016 with an objective of helping PodcastOne assess the efficiency of podcast marketing promotions. The five brands that were featured in the survey included established brands with new campaigns and upcoming brands seeking to attract consumers. They were selected in this order for the results to provide the relationship between the effectiveness of marketing promotions of established and upcoming brands.
The online audience surveys took place before the five companies launched their marketing promotions. The surveys were conducted again after each company’s promotions had covered 4 to 6 weeks.
The study took six months in 2016 to be complete. According to the findings, more than 60 percent of listeners of podcast networks are willing to buy a grocery product after an ad runs on the podcast. Consequently, only 24 percent of the listeners would procure a grass and garden product and 47 percent of them would procure a financial services product. The survey also found out that car aftermarket products are favored by only 24 percent of the listeners.
The outcome of the online audience surveys proved that podcast listeners are keen on the advertising campaigns. It also illustrated the willingness of people to buy or consider the advertised commodities. Pattiz pointed out that his company is on the verge to provide superior brand awareness to companies. He also said that the findings validate PodcastOne’s integrated measurement and advertising approach.
About Norman Pattiz
Norman Pattiz’s goal when creating PodcastOne was to build a podcast network that features original programming every week. Pattiz succeeded in achieving this goal because PodcastOne is currently known as the chief advertiser-supported American podcast network. Norman’s broadcasting expertise also paid off after he founded Westwood One, which dominated the American radio industry regarding quality programming. Learn more: https://www.facebook.com/normanpattiz
Pattiz sits on the board of Los Alamos National Security Laboratories as chair. The University of California also appointed him as a regent. He has council membership in the Pacific Council and Foreign Relations on International Relations. Learn more: http://regents.universityofcalifornia.edu/about/members-and-advisors/bios/norman-pattiz.html