PodcastOne, a major podcast hosting platform and Edison Research, a major consumer research company, have joined forces to look into the effects of consumer advertising on podcasts. In the research trial done on PodcastOne channels by Edison Research, a total of five different major brand names across five different product and service segments were involved in the study to test the effectiveness of ads on listeners of podcasts.
The goal of the study was to see how listeners viewed a brand before they listened to an ad on the air, and then monitor how they viewed the brand after being exposed to an online podcast ad. It was conducted during the second half of 2016. Here are some of the key findings from the joint study.
When it came to grocery store brands being advertised, consumers showed an increase of brand recognition by 7% after being exposed to podcast advertisements. Financial product services saw a major boost in awareness from podcast specific ads. Unaided product awareness increased by about 47% when compared to the pre-study. Automobile aftermarket products also saw a big increase. Unaided product awareness increased by 37% for this product category. Lawn and garden products also saw an increase in their recognition from potential consumers.
The study also found that almost a third of the survey participants responded positively to an automobile aftermarket product after seeing marketing for them on air. This translates into an 18% increase due to podcast marketing messages. For lawn and garden products, the increase in likelihood to buy was 16% before getting ads.
Campaign specific messages are perhaps the biggest beneficiaries from podcast marketing. For aftermarket automobile products, they became more recognized by a whopping 60%. Casual restaurants meanwhile, saw an increase by over 76% in their campaign specific messages. Clearly the campaign messages resonate when they are played on podcasts. This is something that marketers can and should take notice.
Speaking on behalf of PodcastOne, Norman Pattiz says that the results show that podcast advertising is much more effective than traditional advertising in increasing brand impact and recognition among consumers. Mr. Pattiz is the executive chairman at PodcastOne and he is the man who created the PodcastOne broadcasting network. Norman Pattiz is also the founder of radio broadcasting company, Westwood One. He has also been inducted into the National Radio Hall of Fame and is a recipient of the Giants of Broadcasting Award from the Library of American Broadcasting.