“Go big or go home” has always been a dominant theme in Podcast One Executive Chairman Norman Pattiz’s life. This is why he was he pleased to announce the results of a new study conducted by Edison Research VP of Strategy Tom Webster highlighting the brand lift advertising studies of five major consumer brands. The study encompassed five different categories, products, and services as well.
The study showed a significant positive impact on brand recall with podcast advertising, proving yet again that it is a market that many retailers should exploit if they want to continue their corporate strength. Findings showed the following in particular:
- After the campaign, 60% of listeners had the ability to list a specific grocery brand.
This was particularly impressive because before the podcast campaign only 7% of podcast users were able to indicate familiarity with any type of grocery brand.
- There was a major increase in unaided product awareness.
The awareness rose by 47% for a financial services product and 37% for an automobile aftermarket product. Even in an area that seems as blase’ as lawn and garden there was heightened awareness. The survey showed that after the podcast campaign people had a heightened awareness of products in this field by 24%.
- “Favorable” ratings went up significantly.
In the poll, one third of respondents had a “very favorable” opinion of a particular automobile product, which was up from 18% prior to the podcast. Respondents also improved on several of their “very likely” responses, including such areas as lawn and garden.
Bloomberg revealed that to say that Norman Pattiz would be excited about these developments would be an understatement. Pattiz has worked very long and hard hours developing radio giant Westwood One and then podcast giant Podcast One.
After the company’s inception in 2013, it quickly became the leader in on-demand programming. This is one of the reasons why regular viewers have quickly realized they can trust the opinions and viewpoints expressed therein.
It is also yet another reason why advertisers have also quickly realized that they can increase their marketing ability by advertising on these podcasts. And just think, it is all because of Pattiz’s expert leadership.
Learn more about Norman Pattiz: http://www.hsacouncil.org/norman-pattiz/