Proof that any type of advertising produces better results depends on comparison of real people’s interest before and after they are exposed to the ad campaign. A February 9, 2017, press release (http://tinyurl.com/yaeuj4ms) details the results that podcasts ads produce.
The trial was organized by the Founder and Executive Chairman of PodcastOne Norman Pattiz. Pattiz’s stellar career in broadcasting includes two appointments to the Broadcasting Board of Governors of the United States of America by A Democrat and a Republican. The Board represents a voice of freedom to more than 40 million people in the Middle East and over a billion in China.
Tom Webster, Vice President of Strategy at Edison Research, led the analysis team. The importance of an experienced expert that is independent of the company being examined is a key to reliable information. Learn more about Norman Pattiz: http://normanpattiz.wikidot.com/
The results of this first of its kind study are stunning. The impact of the spoken word is much more dramatic in advertising in podcasts than anyone had previously been able to prove.
The companies examined included well-known names and small companies that the test audience had never heard of. The ad campaign lasted for four to six weeks. None of the products had a market overlap. The podcast presentation for each product was made as similar as possible. The test audience was representative of the buying public.
The following results verify the concept that podcast ad campaigns produce better recall of a specific message, a higher intent to purchase, and higher levels of brand recall.
1) Listeners were seven percent more likely to tell other people about a brand they heard about.
2) Recall of a product by name and company increased by an average of 36 percent independent of the product.
3) The average willingness to purchase a product increased by 18 percent.
4) Awareness of brand and the branding campaign increased by an average of 68 percent.
The results show that ads on podcasts produce better results.
One part of the reason for the extraordinary impact of advertising on podcasts may be that people listen more than they watch. Despite the enormous popularity of smart phones and television anywhere, people still listen more than they watch.
A part of this is practical. People can listen in their cars, while they are working, and while they are doing chores at home. Podcasts have developed a fan base depending on the stars that present a chosen type of material. The fans have a higher level of trust in ads that their favorite pundits endorse.
Norman Pattiz has over 40 years experience in determining what the listening audience wants. His success at Westwood One with live sports, live news, and syndicated talk programming led him to form PodcastOne.
A selection of some of the most popular and controversial personalities in politics, sports, and entertainment produced a meteoric rise in popularity of PodcastOne since 2012.