Norman Pattiz Talks about Advertising on Podcast Formats

Podcast programming has been around for a few years now. Despite the clear success of many podcast shows, there are some companies that still advertise on them. It’s not that podcast ads are expensive; in most situations, they’re actually cheaper. It’s because there hasn’t been much research done on the success of podcast advertising.

Recently, PodcastOne partnered with Edison Research to conduct a genuine study of podcast campaigns. The study is the first of its kind to include both pre- and post-campaign results. The study involved five major national consumer brands across several categories. The overall results showed each campaign had a significantly positive effect on listeners.

The study was conducted over the last half of 2016. Earlier this year, Norman Pattiz, founder of PodcastOne, and Tom Webster, Vice President of Strategy at Edison Research, announced the final results. According to their data, every category and product saw a rise in consumer awareness after the campaigns aired.

To ensure constant results, three separate studies happened in 2016. Each brand had their own message to relay to consumers. Some launched new messages and the others sought to increase brand awareness. Each brand’s campaign ran for four to six weeks and online surveys were conducted before and after the campaigns ran.

This study was important to both Pattiz and Webster. Norman Pattiz plans on using these results to further integrate advertising on his many podcasts. It’s the reason he got his company involved in the study in the first place. As for Webster, he’s always proud when his company produces positive data. He found it very rewarded to partner with PodcastOne.

Norman Pattiz is the biggest name in the radio and podcast industry. He has over four decades of experience in radio syndication. One of his first big successes was Westwood One, which became America’s largest news, sports, entertainment, talk, and traffic provider. He’s worked with, owned, or managed some of the biggest names in the industry, including NFL Football, NCAA Basketball, and both the Winter and Summer Olympic Games.

When podcasts gained creditability, Pattiz launched PodcastOne. Since then, his company’s become the leading producer/distributor of on-demand programming. PodcastOne hosts some of the most celebrity podcast hosts in the U.S., including Shaquille O’Neal, Steve Austin, Chris Jericho, Larry King, and Nicole “Snooki” Polizzi.

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