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iHeartMedia Launches New Analytics Attribution Service
These new capabilities will allow advertisers to track audience reach, branding metrics and even sales outcomes for iHeartMedia radio ad campaigns in real-time by using data science to fuse information about its digital audience, with broadcast ad logs, on-air programming and commercial content. Advertisers will also have the ability to measure a radio campaign's impact on a brand's website visitation, social media engagement, physical foot traffic and more. "We continue to see advertisers spend money on less effective mediums simply because they provide a perceived level of measurability and accountability," said iHeartMedia President of Revenue Operations and Insights Brian Kaminsky. "Now marketers will be able to capitalize on the unmatched scale and reach of iHeartMedia's more than 270 million monthly broadcast listeners, and receive the same kind of innovative real-time measurements, insights and custom reporting they are accustomed to getting from digital media, quantifying the full power of radio -- in addition they can get attribution information that is missing from most of the digital marketplace." iHeartMedia Analytics is the latest addition to the company's marketing optimization tools including SoundPoint (programmatic real-time radio ad buying platform) and the recently introduced SmartAudio, which enables advertisers to do impression-based audience planning and dynamic radio ad creative that utilizes real-time triggers such as weather, pollen counts, sports scores, mortgage rates and more to deploy different campaign messages based on what is happening in a specific market at a specific moment. SmartAudio has allowed brands to use broadcast radio ads to dynamically serve the most relevant message in each market, at each moment, just as they do with digital campaigns to ensure increased relevance and impact. SmartAudio data-infused impressions now reach more than 3 billion a month, targeting more than 700 audiences programmatically.
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