Media research firm Coleman Insights has brought to market a new attribution platform that is designed to help radio stations demonstrate the impact of their advertising campaigns.
“Validate helps radio stations show advertisers exactly how over-the-air advertising campaigns generate consumer impressions and drive traffic to websites,” Coleman said in a Thursday announcement.
Specifically, Validate combines streaming listening data with audience estimates from ratings providers, using a proprietary algorithm to estimate total audience reach across both streaming and broadcast. A unique conversion tag further enables advertisers to track website engagement from listeners exposed to campaigns, capturing data for up to 90 days after exposure.
The launch follows a new agreement with Kamloops, B.C.-based Pattison Media, which created Validate, and Vancouver-based Momentum Media, which operates and is the worldwide licensor of Validate, through which Coleman Insights has exclusive rights to sell and market the Canadian service in the United States.
“Validate will deliver remarkable results for radio stations in the U.S.,” Coleman Insights president Warren Kurtzman believes. “For decades, advertisers have sought concrete ways to measure radio’s impact. I’ve been involved in the sales of services to radio stations for 40 years and I have rarely felt such a universally positive response to a new idea like I’m seeing with Validate.”
Cox Media Group and Connoisseur Media have signed on as charter subscribers to Validate. Coleman says the commitments from each company “follow extensive discussions with the board of directors of the RAB, whose members will receive discounts on Validate subscriptions.”
