TagStation and Westwood One have teamed up on an interactive audience measurement tool for over-the-air FM radio, which they say will enable Westwood One to deliver consumer insights that optimize campaigns and demonstrate ROI for national advertising.
Because the NextRadio mobile app enables consumers listen to local radio on their smartphone and also experience synced interactive ads and content, interactions with a call-to-action are then tracked via the Dial Report, and this data is translated into insights on campaign demographics, brand exposure, listening engagement, in-store traffic, proximity and other aspects.
TagStation/NextRadio is an Emmis-backed business; Westwood One is owned by Cumulus Media. The new tool is intended to be used by national clients to buy ads on Westwood One.
Westwood One tested this out in May, when the network ran a NextRadio campaign for a major retailer on 250 of its radio stations. One-third of people who heard the ad also viewed the companion ad within the app, and of those listeners exposed to the campaign, 10% visited the retailer.
NextRadio President Paul Brenner said the agreement brings Westwood One’s “scale” to NextRadio’s technology. Through this deal, he said, the app’s consumer data is available “for a mass audience reach,” allowing NextRadio to connect with larger brands and find more business opportunities.