As real-time broadcast and cable TV ads can be attributed to offline store visits, “old-fashioned” radio listening can also be matched to location-based advertising, as promised by a deal among iHeartMedia and Jelli with Foursquare.
The trio are rolling out a new attribution product for broadcast radio that offers marketers the combination of iHeartMedia’s massive reach — which includes a quarter of a billion monthly listeners in the U.S. — and Jelli’s programmatic buying capabilities, with the attribution and insights services from Foursquare.
The attribution program is based on Foursquare’s ability to measure the impact of a broadcast radio campaign purchased through the Jelli ad exchange platform, SpotPlan. From there, ad effectiveness in terms of generating foot traffic at actual brick-and-mortar destinations will be counted by Foursquare.
Foursquare Attribution product is currently used by more than 250 brand advertisers, online publishers, and platform companies.
In making the case for online-to-offline radio ads, iHeartMedia says radio “is the No. 1 mass reach medium,” reaching 93 percent of the U.S. population — more than all digital channels. As Nielsen has reported, AM/FM radio is so ubiquitous, it reaches almost 270 million of Americans each week.
“HeartMedia 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.”
Audio ads in general are thriving, as the sales of voice-activated smart devices rise rapidly. And while podcasting is becoming more viable for ads, live radio still serves as the majority of the streaming content that consumers rely on. As such, Foursquare has already struck a deal in June to connect Spotify ads to offline visitation, which came almost a year after online radio platform Pandora signed on with Attribution By Foursquare, which the location intelligence provider unveiled in Feb. 2016.
“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.”