Catalina, the shopper intelligence firm that helps brands, retailers and ad agencies target their marketing dollars, has just embraced podcasting. It has signed a groundbreaking partnership with iHeartMedia to measure and attribute the impact of podcast advertising on offline sales in physical stores, which continue to represent the majority of consumer packaged goods purchases. Beyond just ad lift metrics like purchase intent or message recall, CPG brands will gain visibility into the true offline sales impact of their marketing dollars within podcasting.
"Podcast listening continues to skyrocket," said Catalina Senior VP Brian Dunphy. "As the medium continues to rapidly grow, Catalina's multi-path identity resolution capabilities combined with iHeartMedia's unique multiplatform audiences at scale enable us to match deterministic shopper households across a variety of identity paths helping advertisers measure the effectiveness and success of their podcast campaigns."
In addition to the podcast component, as part of the data partnership Catalina will provide iHeartMedia with audiences and measurement services within iHeartMedia’s programmatic SmartAudio ad sales platform for CPG ad campaigns that air on broadcast radio stations and on iHeartRadio streaming music and radio programming.
Catalina's Dunphy said it means they will be able to add broadcast radio, streaming audio and podcasts to Catalina's omni-channel platform capabilities that also includes television, out of home, digital advertising, and in-store campaigns.
"As consumer-directed media consumption grows, it is critical for marketers to have a partner to help them effectively measure across channels,” he said. “Thanks to our new partnership with iHeartMedia, we have the capacity to reach shoppers with personalized messages at every step of the consumer journey, measure their impact, and even make adjustments in real time to drive sales."
Analytic teams from both companies have been working together over the past year to test the feasibility of applying Catalina audiences and measurement capabilities to enhance the effectiveness of CPG ads running on iHeartMedia's multiplatform audio properties. The teams have since successfully completed pilot tests for measurement and audience targets across a range of iHeart's audio properties, including podcasts.
"We have been impressed with Catalina's ability to deliver highly-scaled, extensive data and insights for CPG advertisers, enabling them to measure the effectiveness of their brand messaging on in-store sales," said David Shiffman, Executive VP of National Research at iHeartMedia. "We continue to focus on cross-platform measurement and attribution capabilities for advertisers and now in partnership with Catalina we can provide CPG advertisers tools to maximize their podcast campaigns' ROI, with measurement and attribution solutions to more effectively plan and execute their multi-platform audio campaigns."
The new data announcement comes on the heels of iHeart’s announcement that it has created a first-of-its-kind private programmatic marketplace for podcast advertisers. It will allow advertisers to target podcasts by content using podcast show categories as a guide. They will also tap into geolocation technology to allow marketers to target their buys geographically. And iHeart is tapping into consumer psychographics using a suite of data that will enable brands to buy across a set of shows that speak to specific consumer behaviors.