Companies looking to explore new advertising options in order to keep pace with the changes in technology usage have always had the ability to present their product during podcasts, but until now there has not been too much information regarding the effectiveness of that method.
Now, thanks to the efforts of PodcastOne founder Norman Pattiz, the results of a study have been released, and the data clearly indicates that podcast listening consumers are definitely perceptive across many categories to the advertisers there. Learn more about Norman Pattiz: http://regents.universityofcalifornia.edu/about/members-and-advisors/bios/norman-pattiz.html and http://dashconference.com/speakers/norman-pattiz/
The PodcastOne company collaborated with Edison Research who is a leader in consumer studies such as the one just delivered. Brand lift is basically the measurement of perceptions and behaviors of a consumer after they have been exposed to advertising in general, and podcast advertising in this study.
When it is compared to pre-study indicators then the difference can allow companies to see how much of an effect their efforts are having so that advertising dollars can be used in an efficient manner. All of the data from the Edison Research study (shown here) shows that podcast advertising has nice effect.
PR Newswire believes that some of the key metrics to support this quality were specified by Norman Pattiz. For example, 7% of podcast listeners were able to mention a specific grocery brand when polled before the study, but afterwards this number shot up to an impressive 60%. Another indicator which saw a similarly impressive improvement was the number of respondents with a “very favorable” opinion of an automobile aftermarket product.
Those who expressed such an opinion rose from 18% before the study to over a third of the consumers after exposure. Three separate 2016 studies all resulted in similar data across a myriad of metrics that proves podcast advertising to be a worthwhile investment for companies.
Executive chariman Norman Pattiz of PodcastOne has always felt that his nation-leading advertiser-supported podcast network improves brand impact in a way that the more traditional forms of advertising just cannot do.
Edison Research and their qualified team seems to heavily support this supposition by showing relevant data that should have companies looking for ways to leverage their own campaigns with PodcastOne which offers over 340 hours of original programming every week. Listeners of over 200 of today’s most popular podcasts can all be reached so that brand lift can be achieved through such advertising formats. It is a win-win situation for all involved in the field of podcasts.