As the internet continues to open up options for brands to get recognized, marketing experts are learning of all the new ways potential customers are learning about new products and services. PodcastOne is one of these non-traditional media outlets that gaining more recognition from listeners and becoming a main source of exposure for brands.
Norman Pattiz, Executive Chairman of PodcastOne, wanted to see just how influential his internet-based outlet is when it comes to making brands more recognizable to listeners, and enlisted the help of Edison Research to collect the data.
Edison Research contacted regular listeners of PodcastOne programming in 2016 with a pair of surveys, one at the beginning, and another at the end of select ad campaigns running on the network. Their findings show that a particular grocery brand was 60% recognizable with listeners than the year before, which amounts to a 7% increase. Learn more about Norman Pattiz: http://www.adweek.com/digital/radio-industry-legend-now-transforming-podcasting-scene-172245/
Also, the survey tracked financial services, automobile retail, and lawn and garden services, and found that all three rose in awareness by 47%, 37%, and 24% respectively.
Increased brand recognition is a pretty good reason to consider podcast networks a viable outlet for marketing, but Edison Research also found PodcastOne listeners had a change in how they viewed brands advertised to them.
According to their survey, Edison Research found that listeners had positive views of the brands they tracked by as much as 18% more than they did in 2015, increasing the likelihood of them becoming customers of those companies.
Pattiz announced the findings in a public statement. Though he’d been satisfied in the past with PodcastOne’s ability to promote brands to its listeners, he wanted Edison Research to compile hard numbers to verify this.
As traditional media gives way to innovations found through the internet, Pattiz believes that it’s in the interest of any company looking for a new consumer base to change in how they reach out.
About Norman Pattiz:
Forbes revealed that Norman Pattiz is the founder of Westwood One and PodcastOne. In his time as the head of Westwood One, Pattiz oversaw one of the largest radio networks in the United States. Pattiz extended his media reach in 2010 wit the formation of Courtside Entertainment Group, which created PodcastOne.
Pattiz’s media career included time working for the federal government on the Broadcasting Board of Governors since 2000, making him responsible for programming that reached millions of listeners through outlets like Radio Free Europe and Voice of America.