Ad-ID, Dial Report Collaborate to Improve Radio Reporting

RADIO ONLINE | Tuesday, April 24, 2018

NextRadio Dial Report

TagStation LLC, the owner of Dial Report, a radio attribution platform, has announced a new collaborative initiative with Ad-ID, which identifies advertising assets across all media platforms, improving radio's ability to track and measure radio attribution for advertisers. Dial Report utilizes a first-party data platform measuring radio performance directly from radio station playout systems. By integrating Ad-ID codes directly into playout systems, advertisers can better detail ad content and performance for their radio advertising KPIs.

"Over the last year, we have been working with many of Ad-ID's customers as part of our data process to measure the performance of their radio advertising campaigns," said Dial Report Senior VP/Revenue Generation Lisa Pike. "It is clear that the radio industry would benefit from having the same tracking standards that the TV and digital industries enjoy today."

"This initiative showcases the collaboration between the two companies, who both share the goal of improving radio's ability to track and measure radio to the benefit of marketers, agencies and broadcasters," said Ad-ID Executive Director Harold Geller. "Advertising is driven by proven results and accountability, and our collaboration with an emerging industry platform like Dial Report helped illustrate the effectiveness of those drivers."

"The first and most valuable step in our data attribution process is to verify that all spots, across our entire network of broadcasters, belonging to a brand are identified correctly," added Dial Report Senior VP/Product Development Ben Husmann. "Dial Report uses the Ad-ID API to fill in the blanks and expand spot metadata to include accurate and complete information such as advertiser, product, copy points and more. It's particularly helpful when we need specifics on multiple creative from one brand."

As part of the collaboration, the firms will roll out specific education sessions and promotional packages to broadcasters and advertisers in the industry. Their first webinar will be on Wednesday, May 23.