Audacy and Claritas Introduce New Enhanced Measurement Capabilities for Broadcast and Digital Audio Campaigns
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Audacy and Claritas are teaming up on a first-of-its-kind audio advertising impact measurement partnership at CES 2025.
Using AI algorithms that analyze audience demographics and behavior across various platforms, it will allow the precise tracking of broadcast and digital audio campaigns in diverse markets, time slots, and formats.
The announcement, provided by Audacy Chief Marketing Officer Paul Suchman, a long-time marketing executive, and Claritas Chief AI Officer Rex Briggs, one of the pioneers in data analytics, underlined their commitment to continuing to advance the measurement capabilities through innovative multi-touch attribution solutions.
The Key Points:
Integration of broadcast radio spot logs with multiplatform campaign measurements
Near real-time analytics delivery for quick campaign optimization
Proprietary data science model comparing exposed vs. unexposed markets
Website activity tracking at the census level, including visits, purchases, and form fills
Combined traditional radio and digital audio measurement capabilities
Why It Matters:
This partnership revolutionizes how companies track the performance of their audio advertising. It goes from simply hoping one's radio ads work to knowing precisely how campaigns return across different channels and adjusting strategy in near real-time-making those advertising dollars work smarter, not harder.
The Big Picture:
This development will have a significant effect on the audio industry by providing real proof of the effectiveness of advertising. Podcasters and producers will be able to use the data insights from this partnership to demonstrate their audience reach, engagement metrics, and conversion rates to potential advertisers, likely leading to increased advertising investments in the audio sector. Measuring cross-platform performance could drive more sophisticated advertising and higher investment in both traditional radio and digital audio content.
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