Coleman Insights Launches Validate Platform for Radio

RADIO ONLINE | Wednesday, November 13, 2024 | 5:57pm CT

Validate

Coleman Insights has introduced a new attribution platform called Validate aimed at helping stations across the U.S. demonstrate the effectiveness of their advertising campaigns. Developed in collaboration with Canada-based Pattison Media and Momentum Media, Validate tracks how radio advertising translates into consumer engagement and website traffic. Coleman Insights holds exclusive rights to sell and promote Validate within the U.S. market.

"Validate will deliver remarkable results for radio stations in the U.S.," said Coleman Insights President Warren Kurtzman. "Advertisers have long wanted concrete ways to measure radio's impact. In my 40 years in the industry, I have rarely seen such a positive response to a new concept as with Validate."

Early adopters Cox Media Group and Connoisseur Media have already committed to the platform, following consultations with the Radio Advertising Bureau (RAB) board, which has arranged discounts for its members.

"Radio needs tools that clearly convey the strong results we deliver for advertisers," stated Cox Media Group Executive Vice President of Radio Rob Babin. "We believe Validate does just that and are excited for this partnership."

Connoisseur Media CEO Jeff Warshaw echoed this sentiment: "When I first saw Validate, I knew it was something that could drive revenue for our stations. We're eager to be among the first groups using this tool to demonstrate radio's impact to advertisers."

Validate leverages streaming data, traditional audience estimates and a proprietary algorithm to estimate overall reach across streaming and broadcast. It provides radio sales teams with almost instant feedback on ad performance and includes a unique conversion tracking feature that captures listener engagement on advertisers' websites for up to 90 days after exposure.

More details about Validate can be found here.