iHeartMedia and Neustar enter into a partnership to include broadcast radio in end-to-end marketing attribution. The solution expands the Neustar Unified Measurement Solution, which spans Marketing Mix Modeling (MMM) and Marketing Attribution solutions to include iHeartMedia stations.
Neustar is the first attribution service to unify the measurement of radio, which reaches over 90% of Americans a month, with all other channels into one platform. The company says this innovation provides critical insights into the incremental contribution the massive reach of broadcast radio has on consumer purchase behavior.
The inclusion of radio in Neustar’s measurement solution makes it the only one to seamlessly integrate iHeartMedia’s radio engagement data with Neustar’s customer-level marketing attribution models. Neustar marketing attribution solutions leverage more comprehensive identity and machine learning capabilities available, which power advanced identity resolution and marketing analytics for 70% of Fortune 100 brands.
“The scale and effectiveness of broadcast radio is undeniable,” Brian Kaminsky, Chief Data Officer and President of Revenue Strategies, iHeartMedia said in a release. “Now with Neustar, we are able to offer brands a new level of granular user-level consumer analysis, to ensure that all media channels –including broadcast radio, are used to optimize their marketing plans and drive the results they are seeking.”
The partnership, first announced at iHeartMedia’s AudioCon 2022 conference, provides a more complete picture of the important role that broadcast radio plays in today’s multi-channel advertising world. With these tools, advertisers can now better understand consumers' behavior, inclusive of broadcast radio, to measure and optimize their marketing investments holistically across channels.
“iHeartMedia has always been at the forefront of measurement and attribution and we are excited to help marketers gain more visibility into how their broadcast radio investments are impacting the customer journey,” Joe Pagano, VP, Consulting Services at Neustar remarked. “By adding broadcast radio at scale to our current streaming audio measurement capabilities, we’ve completed the audio measurement picture.”