iHeart Unveils Its New Measurement Platform
Yesterday iHeart announced the launch of a new Analytics Platform which claims the ability to measure and optimize broadcast radio campaigns the same way digital ads can be tracked. The announcement was long on What the new tool could do – measuring the lift to websites, call centers and social platforms driven by broadcast radio schedules, but there were no details on How they’d accomplish this. As RAIN kindly pointed out, “Through an undisclosed secret sauce, the new Analytics array can track audience reach and sales outcomes, and help an advertiser optimize campaigns.”
The watch out for brands considering using this tool is that iHeart will provide results for campaigns it runs without independent third party verification or methodology disclosures. That’s tantamount to grading your own test and then not telling anyone how you actually arrived at your grade. Considering that it’s still not possible to know who actually hears a radio ad, trying to assign attribution credit to broadcast radio will require a ton of modeling.
Bottom line . . . clients and agencies need to be wary of broadcasters bringing any new secret sauce to the attribution game.