Audio Measurement Moves Beyond Reach And Frequency.

Audio advertising measurement is expanding beyond traditional metrics such as reach and frequency, with marketers increasingly able to connect exposure to outcomes including brand awareness, website visits, app downloads, store traffic and sales, according to iHeartMedia.

The company says measurement solutions now cover broadcast radio, streaming audio and podcasts, with different approaches available depending on an advertiser’s objectives and key performance indicators.

Those measurements can include brand awareness, brand consideration, purchase intent, website visits, online transactions, app downloads, retail traffic, sales lift, return on ad spend, social engagement, lead generation and call volume.

iHeartMedia said advertisers should determine their desired business outcome before selecting a measurement methodology. Brand Lift studies, for example, can measure changes in awareness, affinity, consideration, message recall and purchase intent.

For campaigns focused on digital activity, web-lift and conversion measurement can connect audio exposure with website visits, app downloads, form completions and other online actions.

Sales Lift measurement can connect advertising exposure with purchasing behavior and provide metrics such as buyer penetration, spending per buyer and incremental sales performance — measurements that can also be used to calculate return on ad spend.

The company also highlighted the growing role of first-party data in audio attribution. First-party data partnerships and integrations can incorporate audio exposure information into broader analytics and modeling systems, making it easier for marketers to compare audio performance with other media channels.

iHeartMedia says its SmartAudio Proof product uses first-party audience insights, listener data, audience panels and performance analytics to help quantify the impact of broadcast radio on consumer response and business outcomes.

The company says measurement planning should begin before an advertising campaign launches. Establishing the desired outcome at the outset allows marketers to align creative, audience strategy, media planning and measurement while defining success metrics before a campaign begins.

The expanded measurement capabilities reflect a broader effort by the audio industry to demonstrate business results beyond audience delivery. iHeartMedia says attribution can now be used to evaluate audio throughout the marketing funnel, from awareness and consideration to digital engagement, store visits and sales.

The company says measurement is available across broadcast radio, streaming audio and podcasting, although the appropriate methodology depends on the key performance indicator being evaluated.