**UPDATE June 5th 2017**
Study Highlights Effectiveness of Podcast Advertising
The vice president of strategy at Edison Research and PodcastOne founder Norman Pattiz recently released information about a unique marketing study. It was the first major effort to gauge podcast advertising’s efficacy. The results reveal that this promotional method truly increases the likelihood of sales and improves brand recognition among listeners. Edison Research performed the study for PodcastOne during a six-month period in late 2016.
This project used internet surveys to measure the impact of advertisements in podcasts. It focused on audio ads for five businesses that serve customers across the United States. These advertisers included firms with little brand recognition as well as top companies that tested new marketing campaigns. Each business utilized podcast ads to promote entirely different goods or services.
The study involved multiple well-known audio programs. Edison Research surveyed listeners before and after they heard the advertisements; participants answered similar questions during both sessions. The second survey occurred after the ads aired for approximately five weeks. Researchers discovered that numerous listeners had paid attention to the promotions and reacted in desirable ways. They became more inclined to buy products or services from advertisers.
One of the advertisements urged people to visit a certain restaurant. The survey results show that 76 percent more listeners knew about the eatery’s latest promotional message after the podcast marketing campaign. An aftermarket automotive supplier boosted awareness by three-fifths. Highly positive opinions of its merchandise also became significantly more common. After the ad campaigns, 6 percent more listeners expressed strong interest in buying a specific lawn product.
Improvements in company and merchandise recognition were even more impressive. Fewer than one out of 10 participants made reference to a certain supermarket brand before they heard the ads. The firm’s promotional campaign increased its brand awareness rate to more than 60 percent. Lawn, financial and automotive products also achieved much greater recognition among listeners. Awareness of these items grew by 24 to 47 percent. This enhances brand credibility and makes future promotions more effective.
PodcastOne and Edison Research officials commented on the independent study and its results. Edison’s vice president of strategy noted that the surveys unambiguously confirmed the efficacy of podcast ads. He expressed appreciation for the opportunity to cooperate with top advertisers and a major media network. PodcastOne’s founder Norman Pattiz said that the study had impartially verified podcast marketing’s effectiveness. He also highlighted the ability of podcasts to produce greater brand awareness than conventional media outlets.
The founder and chief executive officer of PodcastOne has a strong work ethic and advises professionals to ascertain that they spend enough time at the workplace. Norman Pattiz started PodcastOne in partnership with Kit Gray. Kit Gray was managing other people’s podcasts from his apartment and met Norman Pattiz after through one of their mutual friends. Norman had just left Westwood One and saw an even greater opportunity in teaming up with the freelancing podcast professional. The two entrepreneurs exchanged numerous ideas and finally set up PodcastOne in 2012.
At the end of 2016, PodcastOne created a new podcast, Beyond the Darkness. The CEO, Norman, explained that the show would explore various paranormal activities such as ghouls, angels, and demons. Beyond the Darkness currently features as one of Chris Jericho’s podcasts in his network, the Podcast Umbrella. It invites famous paranormal figures such as witnesses and eccentrics who delve deeper into subjects such as aliens, monsters, miracles and mysteries. Chris Jericho aims to provide his listeners with real life experiences that will strike a nervous chord by finding witnesses such as alien abductees and people who have had a near-death moment. Beyond the Darkness is hosted by Dave Schrader, an author, and Tim Dennis, a renowned radio producer. Learn more: http://www.prnewswire.com/news-releases/podcastone-chairman-norman-pattiz-announces-launch-of-beyond-the-darkness-newest-jericho-network-program-300381157.html
Norman Pattiz was enthusiastic about the new shoe and said that Chris Jericho is a great asset and enjoyment to the PodcastOne network and subscribers. He revealed that he realized Jericho’s potential in delivering outstanding shows when he launched The Jericho Network forum. In the past, Chris has featured comedians and is now divulging his followers into an ecstatic world of the unknown. After the announcement of the new show, Chris couldn’t wait to be part of the listeners too. He was confident in the skills of Dave Schrader and Tim Dennis and promised his audience a moving and nerve-wracking podcast.
PodcastOne quickly rose to become the number one podcast shows production and distribution under Norman’s leadership. He inducted modern icons like Shaquille O’Neal, Larry King, Steve Austin and many other WWE fighters. Before setting up the network, Norman headed Westwood One as founder and CEO. The system managed and distributed news, entertainment, sports and much more for massive networks like CNN and CBS. Some of Westwood’s longtime partners included NCAA Basketball, NFL Football, March Madness, Mutual Broadcasting System and NBC radio. Norman is not an avid reader but enjoys listening to books that builds his spirit and educate his mind.