Norman Pattiz is one of the biggest names in the radio industry. He was the founder of Westwood One, one of the largest networks in America. However, with the slow decline of the radio industry, Norman Pattiz had to embark on a lookout for the next best thing in the listening industry. With the growth of the internet, he decided to start up the radio equivalent on the web, podcast.
He began PodcastOne, which was a network dedicated to delivering high-quality original content through numerous podcast channels. Norman Pattiz even tied up with celebrities to give his users one of a kind content that they wouldn’t find elsewhere.
One of how podcast differs from the radio is the space for advertising. Most podcast networks do not give out their spaces to brands, which is also why they do not make good profits.
Norman Pattiz wanted to change all of that to bring in more income to the network. He decided to approach advertisers to showcase their ads in between the shows on the network. Few brands agreed, and within six months, Norman Pattiz has gathered more advertisers than most podcast networks. However, he wanted to push it even further and get more brands onto his side.
‘However, brands are often met with skepticism when it comes to selling to audiences through a podcast network. To prove that the ads showcased on the channels are indeed effective, Norman Pattiz decided to team up with Edison Research to conduct a market analysis on the effectiveness of the products that were being advertised on the podcast network.
The study was conducted in two phases. The first phase was done by asking the subject groups a few questions about the brands that were going to be advertised on the channel.
The second round of analysis was conducted after the subjects had listened to a good amount of ads on the podcast network, in between shows. Learn more about Norman Pattiz: https://medium.com/@normanpattiz and https://www.behance.net/normanpattf4be
They were then asked questions to determine the level of brand recall that these people had for the products being advertised. The results were extremely positive and show that the brand recall is extremely high in most brand situations.
For example, when the subjects were asked about a particular grocery brand, only seven percent actually knew what the interviewer was talking about. However, after the listening session was concluded, almost sixty percent of the subjects could recall the brand solely based on the ad that was aired.