Audacy and Claritas have announced a new partnership to deliver enhanced measurement capabilities to advertisers as they look to measure the impact of broadcast and digital audio campaigns. The companies say the cross-platform solution will give advertisers deeper insights into campaign performance, including audience engagement and content responsiveness. Announced Monday at the Consumer Electronics Show in Las Vegas, Audacy and Claritas say marketers will be able to optimize their total audio campaigns based on key performance indicators by market, creative, time of day, and other metrics. Those data-driven decisions should result in better outcomes for their media investments.
“Audacy and Claritas have delivered an important breakthrough in advertising measurement, integrating broadcast and digital. The insights on who is converting based on Claritas ID Graph, combined with GenAI analysis, are immediately actionable,” says Rex Briggs, Chief AI Officer at Claritas. “We are enabling advertisers to bolster their return on investment while proving the strategic value audio advertising delivers to businesses.”
The Audacy and Claritas solution will integrate broadcast radio spot logs into multiplatform campaigns that Claritas is measuring for Audacy clients, tracking reach and impression frequency for ads running on Audacy broadcast stations. Claritas will combine this data with census-level website activity, including site visits, purchases and form fills, and analyze it through a proprietary data science model. This model identifies incremental website activity driven by Audacy’s radio campaigns by comparing exposed and unexposed markets. These analytics will be delivered in near real-time for fast learning and opportunities to optimize campaigns quickly.
“Multi-platform audio campaigns that couple traditional radio and digital to deliver better outcomes for our advertiser partners’ audio investments and to their overall media plans,” Audacy CMO Paul Suchman says in the announcement. “By integrating Claritas’ advanced measurement methodology into Audacy’s analytics stack, we’ll equip our clients with even more actionable data on how their campaigns are performing and Audio’s impact on overall campaign results,” Suchman says.
The long-term goal is to bring the biggest investment into audio. By offering precise measurements of audio campaign performance, Audacy and Claritas say they are enabling advertisers to bolster their return on investment while proving the strategic value audio advertising delivers throughout the marketing funnel.
The latest effort is part of an ongoing relationship between Audacy and Claritas. The companies last year said they had begun working on several new approaches to measuring audio that would take a holistic measurement method across audio platforms, and the development of new tools that rely on artificial intelligence, as well as data-informed automated optimizations. They are also developing new over-the-air measurement solutions that could track conversions farther down the sales funnel beyond website visitation. The tool will not only quantify incremental website visitation but will also track conversion events, like form fills, lead generation, and ultimately purchase conversions.
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