If you know you know. I've bought many media platforms over the years. National to local buys and combination buys with radio, TV & OOH and yes newspaper, when at it's height. The question has always arouse - how do you know, how do you measure. Well now we can "Validate" your radio campaign and investment. It's the best thing ever and it needs to be known that it is available and it works. If you can measure OOH, radio has a way as well. It's a great start and is here!
The radio industry needs to come together with "Validate".
A great read - With COMMB facing challenges similar to radio between unrated markets and the loss of measurement in diary markets, the organization’s initiative on the metrics issue has inspired Pattison Media to move forward with its own radio metrics measurement system, Validate.
At a 2019 conference, Pattison Media Director of Digital Andrew Snook spent some time with his counterparts from Pattison Outdoor, who shared how they were modelling impressions for billboard ads and presenting metrics to advertisers in a digital-dashboard style. With more and more Pattison advertisers becoming accustomed to that type of reporting in their digital ad campaigns, Snook saw a dashboard as a great solution to show the effectiveness of radio, in the form that advertisers wanted.
“Advertisers want to know the number of impressions that their ads receive, and how many people are responding to those ads,” said Snook. “Obviously we can’t track impressions or conversions on broadcast listening, but we can do that for ads that are heard on the stream, and then extrapolate to get an estimate of what’s happening on broadcast. That involves modelling. There’s no way to know exactly how many ads are heard on an FM signal. But seeing how advertisers have accepted impression modelling for OOH advertising, this gives us a pathway to do the same in radio.”
“It’s really inspiring to see how the OOH industry has come together, and worked collaboratively to modernize their measurement system to speak to the needs of the advertisers,” he added.
Snook says impression modelling opened up the opportunity for Pattison Outdoor and others in the space to sell their inventory programmatically, making it easier for advertisers to buy – and spend more.
“That’s happened in the OOH space, and we can follow their lead,” said Snook. “Radio remains difficult to buy, and even harder to quantify its effectiveness. I’m convinced that this is a big part of why national revenue remains challenging. We developed Validate to address these challenges at the local level, and feel that there is an opportunity for our whole industry if we can align on a standard solution at the national level – whether that’s Validate or something else, but we desperately need a solution.”
Love this, Rani. Combatting the all digital narrative