iHeartMedia, Jelli and Foursquare announced the launch of a new attribution product for broadcast radio that will offer marketers a unique combination of iHeartMedia’s massive reach and Jelli’s programmatic buying capabilities, with the attribution and insights tools from location technology company Foursquare.
“iHeartMedia continues to reach more Americans than Google, Facebook and TV and the advertising community can now be taking further advantage of the scale and effectiveness of broadcast radio to build a brand, and drive awareness, engagement and sales”
Radio is the No. 1 mass reach medium reaching 93 percent of the US population and engaging consumers longer than even the largest digital platforms. While radio has the highest consumer engagement of any major medium, prior to the launch of iHeartMedia’s programmatic and automated ad buying solution in 2015, broadcast radio had been perceived as being more difficult to buy and measure. iHeartMedia invested in Jelli’s programmatic platform to make the purchase of data driven radio campaigns as easy as digital, and now with the addition of Foursquare, more in-depth campaign measurement and real world attribution data is now available to advertisers who buy via Jelli’s demand side platform SpotPlan.
This new attribution capability will leverage Foursquare’s location platform to measure the impact of a broadcast radio campaign purchased through the Jelli platform, SpotPlan, and its effectiveness in driving consumers to actual brick and mortar destinations. The Foursquare Attribution product, currently used by more than 250 industry-leading advertisers, publishers and platforms, uses cutting-edge machine learning techniques to measure the true impact of an ad on real-world visits.
“iHeartMedia continues to reach more Americans than Google, Facebook and TV and the advertising community can now be taking further advantage of the scale and effectiveness of broadcast radio to build a brand, and drive awareness, engagement and sales,” said Brian Kaminsky, iHeartMedia’s President of Revenue and Data Operations. “This initiative with Foursquare and Jelli is the next evolution in the development of our platform, providing retailers and QSR’s the same measurement and accountability for broadcast radio, as Google is in search and Facebook is in social.”
“By leveraging Jelli’s API and pairing the real-time data provided by our supply-side platform, RadioSpot, with Foursquare’s location platform, iHeartMedia can provide advertisers with a new level of campaign intelligence and attribution,” said Michael Dougherty, co-founder and CEO of Jelli. “We are excited that Jelli’s platform is powering iHeartMedia and Foursquare’s partnership, delivering advertisers enhanced campaign and audience analytics and demonstrating the power of radio.”
“Our latest measurement innovations, driven by advancements in machine learning and rooted in our first-party data, is what sets Foursquare Attribution apart. We’re proud that iHeartMedia selected Foursquare as the company’s measurement partner, working in concert with Jelli’s API,” says Peter Krasniqi, Foursquare’s Vice President of Global Enterprise and Business Development. “This is just the beginning of what we can do together. iHeartMedia is also committed to a test phase with our Pilgrim SDK, which will give them even stronger analytics on audiences and foot traffic trends.”
The partnership is part of iHeartMedia’s ongoing focus to assist brands with digital-like targeting and attribution data and tools, to help them leverage their consumers across iHeartMedia’s quarter of a billion monthly broadcast listeners. In May, the company announced iHeartMedia Analytics, the first fully-digital attribution service which 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.
iHeartMedia Analytics is part of the company’s industry-leading 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.
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