PodcastOne Reveals Network's Brand Lift Studies
| RADIO ONLINE | Thursday, February 9, 2017 |
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PodcastOne Executive Chairman Norman Pattiz and Edison Research VP/Strategy Tom Webster have announced the results of a series of studies looking at the results of advertising tests with five major national consumer brands across five different product and service categories. This first-ever study of pre- and post-campaign brand lift for podcast advertisers was conducted over the last half of 2016, and showed the positive impact of podcast advertising on brand recall, intent to purchase and recall of specific messaging.
Key findings from the studies include the following:
Over 60% of listeners mentioned a specific grocery brand post-campaign, up from 7% among listeners in the pre-study. Unaided product awareness increased from the pre-study to the post-study by 47% for a financial services product, by 37% for an automobile aftermarket product and by 24% for a lawn and garden product. In the post-study, over one-third of respondents had a "very favorable" opinion of an automobile aftermarket product, up from 18% in pre-study. In the post-study, 22% said they were "very likely" to consider using a lawn and garden product, up from 16% in the pre-study. Awareness of a specific campaign message for an automobile aftermarket product increased by 60% from the pre-study to the post-study, and for a casual dining restaurant by 76%.
Edison Research conducted three separate studies in 2016 on behalf of PodcastOne to examine the effectiveness of podcast advertising for five national brands. Some of these brands were well known, but launching new messaging, while others were lesser-known brands looking for increased awareness and trial. In all cases, online surveys of the audiences of several leading podcasts were conducted before the podcast advertising campaigns ran, and again after each brand had run 4-6 weeks' worth of advertisements on those podcasts, using the same methodology in each case. The results of these pre- and post-campaign studies showed that these podcast audiences were receptive to brand messages, and showed an increased willingness to consider and/or purchase those brands.
"Our core focus has always been to independently verify that the podcast format provides enhanced brand impact well beyond traditional advertising formats," said Pattiz. "These results further validate our mult-tiered approach to integrated advertising and measurement."
"We were excited to partner with PodcastOne and these five leading brands in order to independently measure the impact of podcast advertising " added Webster. "Because our methodology allowed us to study these audiences before and after the campaigns ran, we were able to definitively show that podcast advertising has a significant impact on a variety of key effectiveness measures."
