In February 2017, Norman Pattiz announced the results of a comprehensive research detailing the advertising results of five products and services from five different brands. The study had the aim of establishing how podcast advertising affected the sale of goods and services, a brand’s reputation, and customer feedback. The study was the first of its genre and began in the second half of 2016. Norman commented that using podcast over the traditional advertising channels gave products and brands an upper hand on the market.
The vice president of Edison Research mirrored Norman’s comments and stated that his team was appreciative to team up with PodcastOne and the five brands. Edison Research partnered with PodcastOne to analyze the effect of podcast marketing for brands. They used products that vary in exposure, with some having a well-known brand name in comparison to others. Before the campaign, Edison conducted surveys to establish each product’s popularity and compared the results with a similar survey after the campaign.
The study’s statistics also show that 47 percent of people had more awareness of financial services products’ after the campaign. Awareness for the automobile fair increased by 37 percent and 24 percent for the lawn and garden products. One-third of respondents commenting on the motor products revealed their interest in a specific product, which was an increase from the pre-campaign data which indicated only 18 percent had an interest in the particular product. The pre-campaign data specified that 16 percent of listeners would purchase a designated lawn and garden product. After the advert, the percentage rose to 22. Respondents interested in casual dining restaurants increased by 76 percent after the campaign.
Norman Pattiz serves as the founder and chief executive officer of PodcastOne. He set up the network in collaboration with Kit Gray after quitting his job at Westwood One. Before the partnership, Kit Gray was a freelancing podcast manager working for some clients from his home. The two realized an opportunity in combining their talents and launched PodcastOne in 2012. Apart from managing PodcastOne, Norman Pattiz is a member of the Council on Foreign Relations and the Pacific Council of International Relations. He serves as chairman of Los Alamos National Security Laboratories and Lawrence Livermore.