Advertising is key when one is trying to increase brand awareness. However, getting the right advertising platform is paramount. From radio, TV, magazines, banners to podcasts, you have to know how to get it right.
Podcast is one of the most effective platforms for creating and improving brand awareness. This is true according to a research that was done by Edison Research. During the research, Edison used PodcastOne and studied 5 of its major brands. This was the first research of its kind. The aim of it was to determine the lift for podcast advertisers. It would study the impact of podcast adverts on intention to purchase, brand recalls and recalls of specific messages.
The research found out that brand awareness significantly improved after advertising on podcasts. They study found out that 60% listeners of the podcast would mention a specific grocery brand. This was an increase from the 16% pre-study. Automobile products brand awareness was also surveyed and the results showed an increment in awareness after being featured on a podcast.
When the findings were released by Norman Pattiz, founder and executive chairman of the company, and Tom Webster, VP of Strategy at Edison Research, the duo seemed to be pleased with the results. Norman Pattiz stated that he had always desired to have an independent study done to prove that podcast advertising methods were well effective beyond traditional advertising methods. Webster also seemed to be pleased with the study’s outcome. He said that it was a great pleasure suing methodologies to show the effectiveness of podcasts advertising.
PodcastOne, formally known as Launchpad, is owned by Norman Pattiz. This podcast is a market leader, when it comes to advertising. Offering their partners over 400 million impressions, they guarantee them of great brand awareness. These impressions come from the over 200 shows produced and broadcasted by the network.
About Norman Pattiz
Norman Pattiz is a prominent name in the broadcasting industry. He is an award-winning entrepreneur and philanthropist. He is the founder of Westwood One, the largest media broadcasting company in the US. He also the founder of PodcastOne.
About Edison Research
Edison Research is a reputable research company in the podcast industry. Their main business is research and the provision of information to their clients. Some of their leading clients include Samsung, ABC, CNN, CBS radio and Yahoo- just to mention a few.