Today advertisers have a lot of distractions to compete with. If you are a business that is trying to break through the noise of a consumer’s life you have much more competition than you would have had 20 or even 10 years ago.
With the advent of mobile technologies like the smartphone, the tablet and the laptop, users can carry their music, favorite television shows, movies and books around with them wherever they go. Learn more about Norman Pattiz: http://normanpattiz.wikidot.com/ and https://patch.com/georgia/atlanta/podcastone-ceo-norman-pattiz-reveals-networks-brand-lift-research-edison-researchers
They can create their own playlists, read their favorite websites and even do their homework or expense reports from their mobile phone. They can go back and forth with their friends in a group chat and read gossip about a celebrity on their Twitter feed.
All of this means that brands have to work even harder to get the attention of a consumer that is increasingly digitally connected. How can brands, especially major brands, get their products in front of new consumers?
Television still appears to be a pretty safe bet for advertisers. For instance we saw that the popular Fox television show Empire about a wealthy family that built a successful record label was able to command very high advertising rates after becoming a breakout hit in 2015, indicating that marketers and advertisers still place a lot of their trust in television to deliver.
But with more and more people choosing to get rid of their cable television packages and replacing them with services like Netflix (that does not have any commercials) how can brands reach audiences that spend most of their time on smaller screens like a laptop, tablet or on mobile? The answer to that question is easy, they can reach those audiences through podcasts.
Some have found that while podcasts might not necessarily go viral like other forms of media they can command a deep level of audience engagement.
In a way podcasts recreate the intimacy that originally marked audio-based media where families would gather around an old fashioned radio as if it were a particularly knowledgeable friend and stop what they were doing to listen to what that friend was saying.
Arguably the impact of podcasts are similar in that the medium invites listeners to train their attention on a really good conversation or a riveting report like Serial so that they won’t miss anything important.
This quality of attention is not just hypothetical according to Norman Pattiz, the chairman of PodcastOne. Norman Pattiz has a study that shows that podcast ads actually get good results for the companies that take advantage of them. His study, conducted in partnership with Edison Research showed that some brands got as much as a 76 percent jump in awareness after advertising on a podcast.