Podcast has gained a new prominence, but this time round, in the advertisement industry. Going by the three separate research done on 2016, the effectiveness of podcast advertising has seen brands gain tremendous awareness among the listeners.
The research was done through an online survey of listeners of various leading podcasts before the advertisement of the brands and after the advertisement.
In 4-6 weeks of ads, podcast audiences showed tremendous acknowledgment of the advertised brands, and even most of them showed increased willingness to go for the brands in the market. Learn more about Norman Pattiz: https://www.linkedin.com/in/norman-pattiz
According to Crunchbase, in the research results jointly announced by Podcast One’s executive chairman Norman Pattiz and Edison Research vice president of strategy Tom Webster on February 9, there was a positive impact of podcast advertising across all the advertised brands especially on brand recall, will to purchase and remembrance of specific brand messages. Some of the specific findings included:
- There was increased number of listeners who mentioned a particular grocery brand to up to 60%, presenting an increase of over seven percent.
- There was a general increase in product awareness. Awareness of the financial services products increased by 47% while awareness of automobile aftermarket products rose 37%. Lawn and Garden products grew in recognition by over 24%.
- Over a third of the audiences responded favorably to automobile aftermarket product, presenting an increase in a positive reception of 18%. Those who were likely to consider going for a lawn and garden product totaled 22%, translating to a 16% increase.
- Casual dining restaurants were the biggest gainers in the advertisement campaign with over 76% increase in audience awareness of specific restaurant advertisement messages.
Norman Pattiz hailed the research results, adding that podcast advertisement has had a great impact on brand and equally forcing a shift from traditional brand advertising formats. Norman Pattiz added that the format is independent and thus more objective. The research involved five major national consumer brands across five different product and service categories.
About Norman Pattiz
Pattiz is an established business personality in the America’s media industry. He founded Westwood One, one of America’s dominant radio network that feeds giant broadcasting channels with news as well as sports and entertainment programs. He once served as the president of the Courtside Entertainment Group.