LAS VEGAS � CBS Radio is offering advertisers a measurement tool developed by AnalyticOwl; the companies say the broadcaster�s clients are using it to measure radio impact on website traffic.
The platform, CBS Radio Airtime Analytics, is exclusive to CBS Radio for markets where it operates.
�Airtime Analytics evaluates the volume of audience delivered from an over-the-air radio campaign to an advertiser�s website,� the companies stated in an announcement. �Those valuable insights are then used to optimize creative content and placement throughout the flight of a campaign to maximize results.�
The announcement was made by CBS Radio Chief Revenue Officer Bob Philips and AnalyticOwl founder David Ballinger.
Philips was quoted saying the 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.�
Ballinger said, �This is the first time a radio company has utilized analytics on a national level.�