How Advertising On Podcasts Is An Effective Way To Market A Product

Norman Pattiz is the Executive Chairman of PodcastOne. He recently announced the results of a study that his company partnered with Edison Research on. The study that was conducted was on the results of five national consumer brands including pre and post ad campaigns.

The studies, which took place during the second half of 2016, showed that ad campaigns that took place on podcast shows were significantly more likely to be remembered and consumers intention to buy the product that was advertised.

Among the main findings of the study, 60% of listeners could name the specific grocery store chain that was advertised, versus only 7% prior to the ad campaign. Another finds was that before the study only 18% had a “very favorable” opinion of an automobile aftermarket product that was part of the study, after the campaign more than 33% had a “very favorable” opinion.

Some of the brands that were part of the study were well known while other ones were brands that weren’t very well known but were looking for more exposure. The study looked at consumer awareness and perception before the ad campaigns and their opinions after the 4-6 week ad campaigns were concluded.

The results conclusively showed that the listeners of podcast shows were open to brand messages and more likely to buy the products that had been advertised.

PR Newswire revealed that Norman Pattiz has over 40 years of experience in the media industry. He is the founder of radio media giant Westwood One. Due to his leadership, Westwood One became the largest provider of sports, news, entertainment, traffic, and talk radio in the United States. He is also the founder of Courtside Entertainment Group which is focused on covering NBA and college basketball.

It was in 2012 that Norman Pattiz founded PodcastOne. The idea of launching a podcast site came about when he met Kit Gray, a person who did marketing and exposure for his client’s podcasts.

Norman realized that the model was basically a digital version of Westwood One. This prompted him to enter the podcast industry and in five short years he has built PodcastOne into the leading podcast player.

Norman has commented that today content consumption is a democracy. There really aren’t gatekeepers to content like there used to be in the past. Nowadays, if there is content, consumers have a variety of ways of accessing it including on PodcastOne.

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