Audacy, Claritas Partner for Audio Campaign Measurement

RADIO ONLINE | Monday, January 6, 2025 | 11:58am CT

Audacy and Claritas

Audacy has teamed up with Claritas to unveil a new multi-touch attribution solution at the Consumer Electronics Show (CES) 2025. This partnership aims to revolutionize how broadcast and digital audio campaigns are measured, providing advertisers with enhanced insights into audience engagement and the overall effectiveness of their media investments.

The collaboration leverages Claritas' measurement technologies to integrate broadcast radio spot logs with digital campaign data. This comprehensive approach allows Audacy to track ad reach and impression frequency across their platforms, enabling clients to fine-tune their audio campaigns based on detailed performance indicators such as market, creative content and time of day.

Claritas enhances this data with its proprietary analytics, including website activity tracking from purchases to form submissions, which are analyzed to determine the incremental impact of Audacy's radio campaigns. This analysis compares markets exposed to campaigns against those that are not, providing advertisers with near real-time insights that can significantly improve campaign optimization and performance.

Audacy Chief Marketing Officer Paul Suchman emphasized the benefits of this integrated approach: "By coupling traditional radio with digital components, we aim to deliver superior outcomes not just for our audio investments but for the overall media plans of our advertiser partners."

Claritas Chief AI Officer Rex Briggs highlighted the strategic significance of this advancement. "The integration of broadcast and digital, powered by our GenAI analysis and Claritas ID Graph, offers advertisers immediately actionable insights. This not only enhances their return on investment but also underscores the strategic value of audio advertising across the marketing funnel," Briggs explained.

With this new measurement capability, Audacy and Claritas are empowering advertisers to maximize their returns and better understand the effectiveness of their audio advertising strategies.