WideOrbit, Dial Report Team to Prove Radio's Power

RADIO ONLINE | Wednesday, August 1, 2018

WideOrbit

WideOrbit and TagStation, the owner of Dial Report, are collaborating to help radio outlets and groups deliver metrics to ad buyers on actions taken by consumers as a result of radio advertising. WideOrbit plans to make broadcast log data from participating station groups available to Dial Report, a radio attribution platform, through the WO Data API. The data integration will allow radio stations to directly associate advertising air times with consumer actions like web visits and increases in foot traffic.

"We're delighted to have the opportunity to combine our traffic data and third-party attribution analysis capabilities to generate campaign effectiveness metrics on radio advertising," said Entercom Senior VP/Corporate Business Development Tim Murphy. "Data partnerships like this one will help us enhance the status of radio in the marketing mix and strengthen the entire industry in the competition against other media forms for ad dollars."

"Advertisers know that radio is effective, but it's always been challenging to clearly attribute results to campaigns," said TagStation President Paul Brenner. "By working with WideOrbit, we can provide radio stations with clear, undeniable proof that shows the value of radio advertising and return on marketing investment."

"Our mission is to help media companies maximize the value of their inventory. A huge part of that is to assure that media sellers can demonstrate the effectiveness of advertising investments," said WideOrbit Founder/CEO Eric R. Mathewson. "That's why we're especially happy to work with Dial Report to connect radio ads with consumer actions. Stations that take advantage of this partnership will be able to deliver a new level of accountability that benefits marketers, agencies and broadcasters alike."

Stations or groups that would like to make their WideOrbit logs available for attribution reporting should email support@dialreport.com.