Norman Pattiz and Tom Webster who is a VP of Strategy at Edison Research released the results of several advertising tests in February this year. The tests were conducted with national brands across an array of product and service categories. The study was conducted over the last six months of 2016. It was the first-ever to explore brand lift for podcast advertisers before and after the campaign. The results from the tests were positive and showed that there was an impact on recall of messaging and brand recall in general. It also showed that there was an increased intent to purchase the products from these podcast advertisers.
One of the key findings was that unaided product awareness went up for a gardening product, a financial services product, and an automobile product. The brand recall of a grocery brand rose from 7% to 60% after the campaign. Edison Research did three studies on behalf of PodcastOne last year. The studies were geared towards examining the impact of advertising on the podcast networks for the brands. The brands varied from those that were popular to those that were looking for increased awareness. Online surveys of the audiences of some of the leading podcasts on PodcastOne were conducted before the studies. The campaigns were run on the networks for four to six weeks. The methodology used on all the podcasts was the same so that the results would be consistent and not skewed.
Pattiz is the executive chairman of PodcastOne. He said that he was pleased with the results and the implications that it had for the business going forward. He added that the focus had been to prove that podcasts offered a superior platform for companies looking for enhanced brand impact. Pattiz stated that it showed that their approach to integrating measurement and advertising was paying off. Tom Webster spoke on behalf of Edison Research. He said that they were excited to work with the podcast network and the five national consumer brands. He said that their methodology allowed them to study the audiences before and after the campaigns were broadcasted to the public. Norman Pattiz is the Founder of Westwood One. This is a company that rose to become the largest broadcasting network in the US. Pattiz launched PodcastOne in 2012 after noticing that there was an untapped opportunity. He was appointed by both President Bush and President Clinton to serve on the Broadcasting Board of Governors.