Businesses are always looking for a little edge when promoting their brand. This means exploring new platforms to host advertisements as audiences change how and where they access media. PodcastOne is one such media platform that is increasing its audience size, changing its relationship with brands and how they’re represented.
Executive Chairman of PodcastOne, Norman Pattiz, reached out to Edison Research to track just how the platform has been for brands that advertise on their programs in terms of recognition and the result it may have on customer loyalty.
In order to find out how brands were tracking, Edison Research contacted frequent listeners to PodcastOne programs in 2016. A pair of surveys were issued, one at the beginning and another at the end of select ad campaigns.
Edison Research found that one grocery brand increased by as much as 60% recognizable with those listeners by the end of the campaign, a nearly 10% over the year before. Other brands tracked include a lawn and garden service, an automotive retail brand, and a financial services company that increased by 24%, 37%, and 47% in their ability to be recognized respectively.
While the uptick in brand recognition might be enough for some brands to consider spending more on advertisement on online platforms, Edison Research also learned that those surveyed have changed how they think about those products and services. According to their findings, Edison Research found that regular PodcastOne listeners had increased their positive opinions of brands advertised on their preferred programs by 18%, which tracks the likelihood of purchasing those products or soliciting those services.
Norman Pattiz said in statement that he wanted the Edison Research findings to be made public. Though Pattiz had tracked the marketability of advertisers on PodcastOne, he wanted a fresh look at the increased audience’s reaction to effective marketing on programs through the network.
With hard numbers made available to those considering the advertise their companies through PodcastOne Pattiz is confident that many prospective partners will find a new home on his network.
About Norman Pattiz:
Norman Pattiz is an American businessman and media mogul. Patti founded Westwood One, one of the largest radio broadcast networks operating across the United States, By 2010, Pattiz’s media network grew and he formed Courtside Entertainment Group, allowing hims to enter online entertainment through PodcastOne.
According to Bloomberg, Norman Pattiz’s media career includes roles taken with the federal government. In 2000 Pattiz was appointed to the Broadcasting Board of Governors. He was in charge of facilitating programming for listeners all over the world through respected outlets like Voice of America and Radio Free Europe.