Printer Friendly

New CBS Radio Tool Gauges Marketing Effectiveness.

The tool is called Airtime Analytics, and the radio division of CBS Corp., which is merging with Entercom, says it gives radio advertisers an advantageon ROI and effectiveness of their marketing campaigns by measuring the impact of audience delivery and engagement.

The end result for those who use it, CBS says, will be the optimization of creative content and placement of campaigns. Airtime Analytics will be offered only in those markets where CBS Radio operates.

Bob Philips, CBS Radio's Chief Revenue Officer, CBS Radio, said, "Radio has long been one of the most effective mediums in reaching a targeted demographic, and Airtime Analytics is the next step in delivering even greater value to our 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."

CBS RADIO Airtime Analytics was developed by AnalyticOwl .

--Reporting byAdrian Zupp

© Copyright 2017 Streamline RBR, Inc. All Rights Reserved. Provided by SyndiGate Media Inc. ( ).

COPYRIGHT 2017 SyndiGate Media Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2017 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:Radio and Television Business Report (RBR+TVBR)
Article Type:Brief article
Geographic Code:1USA
Date:Apr 25, 2017
Previous Article:NAB Show Update: New Transmitter Seeks Efficiency Boost.
Next Article:This Study Paints Different Streaming Portraits Of 'Cord Cutters', 'Cord Nevers'.

Terms of use | Privacy policy | Copyright © 2022 Farlex, Inc. | Feedback | For webmasters |