Podcasting Towards Greater Brand Awareness

Norman Pattiz, the founder and executive chairman of PodcastOne, always had a strong conviction on the unmatched potential of podcasting as an advertising platform. While releasing a brand lift study together with the vice president of Edison Research, he noted that it is this potential that has always informed the business model at PodcastOne.

The two-phase study conducted by the research company, Edison Research showed that the five national brands that were involved in the study enjoyed a significant boost in their brand lift. The study included advertising messages including brand recall, which were run on PodcastOne networking for between four to six weeks. The band lift was measured before and after running the campaigns.

The results of the study showed that the brands enjoyed brand lift ranging between 20 to 76 percent. For some brands, the brand lift rose from 7 percent during the pre-campaign survey to 60 percent after their advertisements had been ran on PodcastOne network. This was the case for a a grocery brand, which was also joined on the elite list of brands with improved brand lift by automobile product and a casual dining restaurant.

They enjoyed an incredible 60 and 76 percent brand lift during the post-campaign study, respectively. More customers were more willing to check out the brands, others showed greater purchasing interest while some had a favorable view of the brands during the post-campaign surveys.

 Entrepreneurial Endeavors

PR Newswire belives that Norman Pattiz is an award-winning serial investor with strong interest in using the emerging technologies such as podcast to revolutionize advertisement and marketing. His flagship investment in podcast advertising, PodcastOne, has become a global brand since its rebranding in 2013.

While podcast network began operating in 2012 as Launchpad, Norman rebranded it. The company has grown tremendously since then with numerous celebrities signed on to broadcast contents using the podcast network. He also founded PodcastOne Sales, which primarily focuses on sales and marketing using podcasts. Mr. Pattiz also founded Courtside Entertainment Group in 2010.

In 1974, Norman Pattiz founded Westwood One and turned it into one of most impressive success stories in the radio and television broadcasting industry. He grew the radio network into America’s leading radio network.

He developed an impressive portfolio for the company by winning several big event contracts such as both the Winter and Summer Olympics and March Madness in addition to the NCAA Basketball and The Super Bowl.

He partnered with other media networks such as Mutual Broadcasting System and NBC to air their radio programs. He diversified the radio network’s programs to include talk, news, sports and entertainment shows.

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