CBS Radio says a new product called Airtime Analytics can now evaluate just how much traffic is delivered to an advertiser’s website when that advertiser runs an over-the-air campaign.
CBS Radio Chief Revenue Officer Bob Philips said Airtime Analytics is the next step in delivering greater value to clients. “This exclusive new tool allows us to finally measure an advertiser’s lift in website traffic following a radio spot. Armed with an analysis of consumer movement, we are then able to give our clients a clear understanding of their most successful creative and daypart executions.”
Airtime Analytics was developed by AnalyticOwl, a broadcast analytics platform used to measure creative effectiveness and audience response. Founder David Ballinger says advertisers can finally gain a better understanding of the immense impact of radio on their overall marketing mix.
