Analyticowl Debuts Broadcast Predictive Attribution Tool

RADIO ONLINE | Monday, September 24, 2018

Analyticowl

AnalyticOwl announces the launch of NumericOwl, a predictive attribution benchmark tool that helps advertisers and media companies predict response levels to aired commercials. It's based on real-world data and analysis derived by AnalyticOwl over the past three years by tracking billions of website and search traffic responses to some 10 million commercials on a minute-by-minute basis. The analysis is across key categories such as Automotive, Healthcare, Home Services, Financial Services, Legal and Retail.

The resulting benchmarks, the company says, helps set advertiser expectations as to potential campaign response by market size, day, daypart, station and station format, and as a result, create a framework to evaluate budgets and return on investment (ROI). Importantly, if campaign performance is not in line with NumericOwl benchmarks, the AnalyticOwl dashboard will provide a roadmap for optimization to ensure increased response and engagement.

AnalyticOwl Founder David Ballinger said, "We're excited to add another industry first for broadcast and consider this one of the holy grails of attribution data especially when used with AnalyticOwl's core optimization and broadcast analytics tool. In a few short years, and with the help of our media partners, we've not only become the leader of broadcast attribution analytics but also have been challenged by media groups to develop cutting-edge tools to prove the value and ROI of broadcast advertising, which, as our data shows, is an incredible opportunity in advertising today."

AnalyticOwl also announced that Townsquare will be one of the first to use the tool with its account executives. "We're excited to be one of the first media companies to utilize this incredible data set that has not existed in radio before today," said Townsquare Media Co-CEO Bill Wilson. "This new tool allows us to leverage historical campaign performance to the benefit of existing clients as well as expand opportunities with potential partners across all industries."

Local Media of Townsquare Media COO Erik Hellum added, "It is exciting that we can now leverage broadcast-specific data sets to show predictive benchmarks for advertisers across any industry, any market size, as attribution data continues to be a priority for both broadcasters and advertisers."