Tom Webster works at Edison Research as its vice president for strategy while Norman Pattiz is PodcastOne’s executive chairman. The two made public the results of research on advertising tests. The research involved five major consumer brands in the country and targeted five different service and product categories. The analysis was carried out in the last half of 2016. The study was the first to be carried out involving pre and post-campaign brand lift for the advertising company. The findings of the research indicated that more than 60 percent of listeners talked about a specific brand of grocery during the post-campaign, which is an increase of the seven percent of listeners in the pre-study.
Edison research carried out three different analyses in 2016 to determine the effectiveness of podcast advertising for about five brands in the country. It researched on behalf of PodcastOne. Some of the names were popular but were launching new messaging. The other brands were not as popular, so they were looking for increased awareness and trial. However, online surveys for the two case scenarios were conducted. The studies involved audiences of different leading podcasts before the podcast campaigns as well as after each brand had done four to six weeks’ worth of advertisements, using a similar methodology. The pre and post-campaign results showed that the podcasts audiences were positive about the brand messages and were willing to buy or consider them.
The founder and executive chairman of PodcastOne noted that their focus is to verify that the podcast format gives enhanced brand impact more than the traditional advertising formats. He also pointed out that the results are an evidence of their multi-tiered method of integrated advertising. Tom Webster mentioned that Edison Research was excited to partner with PodcastOne together with the leading brands to measure the impact of the advertising independently. Tom noted that from the research, they were able to know that podcast advertising has impacted significantly on an array of basic effectiveness measures since they methodology they used enabled them to study audiences before and after the campaigns.
About Norman Pattiz
Norman Pattiz founded PodcastOne in 2012. Before that, he has established and launched Courtside Entertainment Group with the goal of producing and distributing quality programming. PodcastOne quickly became the leading distributor of audio-on-demand programming. Some of the company’s well-known line-up of personalities includes Steve Austin, Larry King, Penn Jillette, and Dan Patrick. Learn more: http://normanpattiz.com/
Pattiz chairs the Los Alamos National Securities Laboratories. He also works for Lawrence Livermore as the chairperson. Norman received the Giants of Broadcasting Award in 2009. President Clinton appointed Norman in 2000 to serve on the Broadcasting Board of Governors in the US.