Media research firm Coleman Insights has introduced a new platform to the US – dubbed Validate – designed to help radio stations demonstrate the effectiveness of their advertising campaigns by combining streaming data and audience estimates.
The platform, originally created by Pattison Media in Kamloops, British Columbia, is operated by Vancouver-based Momentum Media, which licenses the service globally. Coleman Insights has secured exclusive rights to market and sell Validate in the US.
Validate uses a proprietary algorithm to estimate total audience reach by integrating streaming listening data with ratings provider estimates for broadcast and streaming audiences. A unique conversion tag allows advertisers to track website engagement from listeners exposed to campaigns for up to 90 days, offering concrete evidence of ad performance.
The program provides advertisers with insights into how over-the-air campaigns generate consumer impressions and website traffic. This is the first major rollout from Coleman since the firm was acquired by Canadian market researcher Quest Global in September.
Coleman Insights President Warren Kurtzman remarked, “Validate will deliver remarkable results for radio stations in the US. For decades, advertisers have sought concrete ways to measure radio’s impact. I’ve been involved in the sales of services to radio stations for 40 years, and I have rarely felt such a universally positive response to a new idea like I’m seeing with Validate.”
Cox Media Group and Connoisseur Media have already signed on as charter subscribers. The RAB has also been involved in distribution discussions, with discounts being offered to member groups and stations.
