Pre-campaign and post-campaign advertising tests that were ran by Edison Research last year showed that PodcastOne is a highly effective advert channel. The research company was hired by PodcastOne to conduct the first-of-its-kind research that was aimed at assessing whether or not its adverts affected the clients’ awareness, propensity to purchase, and perception of products. At the end of the study, Edison Research VP of Strategy, Mr. Tom Webster, presented the findings to PodcastOne early this year. The findings were then made public in February this year by Norman Pattiz- PodcastOne’s executive chairman.
The research commenced in mid-2016 and ran all the way to the end of the year. In order to capture the exact results and to eliminate any possible shred of doubt, the research firm ran three separate studies using the same research methodology in all the three. In the end, a comparison and assessment of the same was done.
The Research Methodology
For its sample during the study, Edison Research picked five brands from five different industries. The five brands had different levels of consumer awareness; some were well known while others were relatively new in their respective industries. For each of the brands, advertisements were run on PodcastOne to ensure that the necessary airtime to gain popularity within the network’s audience.
In each of the three studies, three steps were undertaken. The first step involved the conduction of a pre-campaign study that examined how well the audience understood each of the brands. The clients were asked to describe their acceptance levels of each brand, whether or not they were willing to purchase products from the brands, and also what they thought about the brands. The second step involved the running of ads for each brand. After getting enough airtime, Edinson Research went back for the third and final step when it conducted a post-campaign study. This study sought to know whether there was any difference between pre and post-campaign results.
Unsurprisingly, the post-campaign results showed massive improvements from the pre-campaign study. Some products saw their approval rating improve by over ten times. Others increased by 70 percent, with the least recorded improvement rate being 4 percent. Most of the respondents reported that they were ready to buy products they previously would not have purchased.
About Norman Pattiz
Norman Pattiz is a renowned media and ads mogul. Besides PodcastOne, he was behind the establishment and growth of other podcasts such as Westwood One. He has a history of working with some highly reputable media outlets such as the NBC radio networks and CNN radio. Pattiz has been in the broadcasting space for over 40 years.
Visit http://normanpattiz.com/ to learn more.