Advertising takes on many forms and shapes. Paid advertising on podcasts is our latest cup of tea being adept online marketers. For years, people have argued about the efficiency of using podcasts to grow and expand a brand to a niche target. Podcast adverts really do work wonders. Here’s why.
To help illustrate the point, let’s recap the study findings of a recently concluded double-blind study carried out by Podcast One. The golden standard experiment could have been possible without the support of the Edison Research Group. In the experiment, test subjects got subjected to adverts from two categories of brands. Half the adverts were from known products while the rest were from obscure, little-known brands. The research process took a total of 4 to 6 weeks from start till completion. Here are the startling result findings according to PRNewswire
- The number of participants who recalled particular grocery brand adverts increased by 7% as compared to the control group
- Participants gained 47% financial services product awareness
- Brand responsivity for automobiles went up by 37%
- The post research findings showed that the participants went home with a ‘very favorable’ opinion of the brands mentioned in the ads
What does it all mean? Well, in a nutshell, the consumers showed an increased willingness to purchase or order the goods, services and other commodities featured on the ads placed on their favorite podcasts. That means a lot for a niche marketer looking to grow his venture to the audiences of the podcasts especially seeing to it that it is relatively cheap. Yes, you cannot compare the costs associated with placing an advert on a podcast with that of placing it on a site with a similar following. What’s more? This avenue works wonders in prompting our potential customers to react by doing business with us and hence increased revenues.
About Norman Pattiz
Norman is an established media mogul specializing in the radio industry in America. The investor has spent his entire life in the entertainment industry. During that period, he’s launched successful media enterprises like Giant Westwood Radio Station and Courtside Entertainment Group. The latter Group has gone ahead to become one of the most on demand station despite only have been founded in 2010. Later, in 2013, Norman would go ahead to set up his first mostly online venture, PodCast One. He’s the present CEO, President and Board Chairman at Podcast One which carried out the study featured above.