Westwood One Expands ROI Guarantee With C3 Metrics

RADIO ONLINE | Monday, January 14, 2019

Westwood One and C3 Metrics

C3 Metrics, a cross-channel advertising measurement company, has entered into an agreement with Westwood One to expand WWO's ROI Guarantee by providing the first national radio attribution measurement. Under the deal, Westwood One will utilize the proprietary C3 Metrics Outcome Currency (BOS Score) to enable national advertisers to assess the incremental impact of their network radio ad campaigns, including performance by creative, day of week, time of day, program and radio personality.

C3 Metrics attribution for advertisers further expands Westwood One's ROI Guarantee insights platform, which includes Nielsen Auto Cloud, Nielsen's Marketing Cloud, creative testing from audio effectiveness firms Veritonic, ABX and more.

"Our partnership with C3 Metrics adds national attribution measurement to our industry-leading Westwood One ROI Guarantee audio insights platform and offers brands even more proof of radio's ability to drive ROI," said Suzanne Grimes, EVP, Corporate Marketing, Cumulus Media and President, Westwood One. "We can now measure the site traffic and search impact of network AM/FM radio and streaming audience insights from our weekly audience of a quarter of a billion listeners. While many local radio stations are now measuring the impact of radio campaigns on local retailer's site and search, this is a first for the network radio space."

Westwood One recently utilized C3 Metrics to quantify the impact of a September 2018 direct to consumer campaign for a national home goods brand. C3 Metrics found:

• Online behavior steadily grew throughout the campaign - average lift grew by 41% between Week 1 and Week 4.
• For this campaign, Adult Contemporary was the strongest performing format. News/Talk and Classic saw search/site effect that outperformed their share of campaign impressions.
• Key personalities in the campaign who aired on air endorsements were very effective at driving online behavior.
• Online behavior lift was most significant between the hours of 7pm and 10pm, coinciding with air times of key shows in the campaign.

"Accurate attribution for radio has been lacking in the national marketplace and as a result, advertisers were not getting a full sense of the value and impact of what the platform can mean for their digital engagement efforts," said C3 Metrics COO and co-founder Jeff Greenfield. "We are pleased to be working with Westwood One, the largest audio broadcast network in America, to help bring AM and FM radio advertising into a new age of outcome measurement to demonstrate the importance radio plays in the marketing mix."