iHeartMedia and Neustar First to Include Broadcast Radio in End-to-End Marketing Attribution
23 September 2022 - 10:30PM
Business Wire
New solution combines iHeart’s unparalleled
audio reach with Neustar’s industry-leading marketing attribution
solution to measure consumer engagement and the sales impact of
broadcast radio alongside all other advertising channels
Neustar, Inc., a TransUnion company, announced today a new
partnership with iHeartMedia, the leading audio company in America,
to include broadcast radio in end-to-end marketing attribution. The
solution expands the Neustar Unified Measurement Solution, which
spans Marketing Mix Modeling (MMM) and Marketing Attribution
solution to include the iHeart broadcast radio universe. Neustar is
the first attribution service to unify the measurement of radio,
which reaches over 90 percent of Americans a month, with all other
channels into one platform. This innovation provides critical
insights into the incremental contribution the massive reach of
broadcast radio has on consumer purchase behavior.
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The inclusion of radio in Neustar’s measurement solution is the
only solution to seamlessly integrate iHeart’s radio engagement
data with Neustar’s customer-level marketing attribution models.
Neustar marketing attribution solutions leverage more comprehensive
identity and machine learning capabilities available, which power
advanced identity resolution and marketing analytics for 70% of
Fortune 100 brands.
“The scale and effectiveness of broadcast radio is undeniable,”
said Brian Kaminsky, Chief Data Officer and President of Revenue
Strategies, iHeartMedia. “Now with Neustar, we are able to offer
brands a new level of granular user-level consumer analysis, to
ensure that all media channels –including broadcast radio, are used
to optimize their marketing plans and drive the results they are
seeking.”
The partnership, first announced at iHeartMedia’s AudioCon 2022
conference, provides a more complete picture of the important role
that broadcast radio plays in today’s multi-channel advertising
world. With these tools, advertisers can now better understand
consumers' behavior, inclusive of broadcast radio, to measure and
optimize their marketing investments holistically across
channels.
“iHeartMedia has always been at the forefront of measurement and
attribution and we are excited to help marketers gain more
visibility into how their broadcast radio investments are impacting
the customer journey,” said Joe Pagano, VP, Consulting Services at
Neustar. “By adding broadcast radio at scale to our current
streaming audio measurement capabilities, we’ve completed the audio
measurement picture."
About iHeartMedia
iHeartMedia, Inc. [Nasdaq: IHRT] is the leading audio media
company in America, reaching over 90% of Americans every month.
iHeart’s broadcast radio assets alone have more consumer reach in
the U.S. than any other media outlet; twice the reach of the next
largest broadcast radio company; and over four times the ad-enabled
reach of the largest digital only audio service. iHeart is the
largest podcast publisher according to Podtrac, with more downloads
than the next two podcast publishers combined and has the number
one social footprint among audio players, with seven times more
followers than the next audio media brand, and the only fully
integrated audio ad tech solution across broadcast, streaming and
podcasts. The company continues to leverage its strong audience
connection and unparalleled consumer reach to build new platforms,
products and services. Visit iHeartMedia.com for more company
information.
About Neustar
Neustar, Inc., a TransUnion company, is a leader in identity
resolution providing the data and technology that enable trusted
connections between companies and people at the moments that matter
most. Neustar offers industry-leading solutions in marketing, risk
and communications that responsibly connect data on people, devices
and locations, continuously corroborated through billions of
transactions. Learn how your company can benefit from the power of
trusted connections. home.neustar
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company that
makes trust possible in the modern economy. We do this by providing
an actionable picture of each person so they can be reliably
represented in the marketplace. As a result, businesses and
consumers can transact with confidence and achieve great things. We
call this Information for Good®. A leading presence in more than 30
countries across five continents, TransUnion provides solutions
that help create economic opportunity, great experiences, and
personal empowerment for hundreds of millions of people.
https://www.transunion.com
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iHeartMedia Angel Aristone AngelAristone@iHeartMedia.com Neustar
Brett House brett.house@team.neustar
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