Norman Pattiz who is the executive chairman of PodcastOne and Tom Webster who is the vice president of strategy released the results of comprehensive studies on the impact of podcast advertising. The advertising tests were conducted with five major consumer brands across several product and service categories.
The results showed that podcast advertising had a positive impact on the recall of messaging and intent to purchase. The unaided product awareness of an automobile product rose by more than 30% during the time of the study. The awareness of a casual dining restaurant increased 75 % from the pre-study to post-study.
Edison Research carried out the studies on behalf of PodcastOne over the last six months of 2016. The research firm conducted three different studies to test new messaging and increased awareness of the brand products. Online surveys were done before and after the campaigns ran on the podcasts.
Pattiz stated that his company had always desired to test the effectiveness of the advertising that the podcasts offered. He said the results showed that podcasts had a greater brand impact compared to traditional formats.
PR Newswire believed that Norman Pattiz added that the findings validated their business model and their approach to advertising. Webster made a statement and said that the research company was excited to work together with the podcasting company and the advertising brands. He showed that their approach had allowed them to determine the effectiveness of podcast advertising because they studied the prior and after of the audiences.
Norman was recognized for his role in the establishment and growth of Westwood One. It became the largest radio network in the country. Pattiz is the chair of the board of the Los Alamos and Lawrence Livermore National Security Laboratories.
Pattiz was later inducted into the National Radio Hall of Fame. He was awarded a Giants of Broadcasting Award by the Library of American Broadcasting. Norman served as a member of the Broadcasting Board of Governors of the US for several years.
He took part in the launch of Alhurra TV. This is a TV network that is broadcasted in the Middle East. Pattiz served as the CEO of PodcastOne until last July when he was appointed the chairman of the company.
PodcastOne releases more than 300 hours of original content to its audiences each week. Some of the podcasts on the network are hosted by popular brands and personalities such as FORBES, Adam Carolla, Shaquille O’Neal, and Steve Austin.