In 2016, Norman Pattiz made news headlines following his announcement on the effects of podcast call advertising to marketing and buyer behavior. The chief executive officer of PodcastOne was assisted by Tom Webster of Edison Research to announce the results. The two companies initiated the project. The aim of the project was to find out the effects of podcast advertising to products. In the research program, five prominent brands were used. The brands have different classifications and use. The results offered a detailed review of pre and post podcast advertising. Through the study, Edison Research identified the gratifying effects of podcast advertising on branding. They also marked client’s interest to purchase the commodities after podcast advertising.
From the report, the following results were found:
- After the podcast campaign, 7% of the listeners mentioned their preference for a certain grocery store. Financial services products increased in sales by 47% following the podcast recall campaign.
- After the campaign, the product awareness of an automobile increased by 37%. More than a third of the listeners had an eye for the product.
- After the study, more people had a positive response towards an automobile. Product preference increased by 60%.
- A casual dining hotel garnered 76% after the podcast campaign.
Edison Research found it necessary to conduct the study campaign separately. This was to evaluate the accuracy and reliability of the results. The five prominent brands possessed a good reputation. Others, however, had an average reputation in the market. They were considered to be in the trial stage of gaining a competitive market niche. To find out how effective they were, the podcast advertising campaign was spread over six weeks. The same campaign mechanism was applied in each case study. From the results, a conclusion was made that buyers, in this case, the audiences, were keen on the advertised brands. They also showed the willingness to purchase the products.
According to Norman Pattiz, PodcastOne will independently announce the results. This is aimed at proving that podcast advertising is effective to marketing. From the acquired results, PodcastOne entered partnerships with the aim of determining that podcast advertising has a positive impact on branding.
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Norman Pattiz is the executive chairman of PodcastOne. He is also the founder and chairman of Westwood One. This is America’s largest and best provider of news in entertainment, sports, talk as well as traffic programming. Under his leadership, Westwood One has topped the list of best news providers in the United States of America.