Entercom has inked a deal with an “audience-powered analytics company” that’s designed to allow the audio media company the ability to offer its advertising clients expanded targeting options.
The arrangement with Deep Root, Entercom says, is tied to its commitment to “data-driven capabilities, including increased audience insights and measurement.”
The partnership, Entercom adds, is intended to enable agencies, advocacy groups, and political campaigns to identify and reach Deep Root’s custom voter audience segments when advertising throughout Entercom’s over-the-air and digital audio portfolio.
This includes access to Deep Root’s issue advocacy and political audience segments such as swing voters, blue collar voters and environmentalists.
Given Entercom’s exposure in spoken word formats, with leading Sports and News/Talk properties in the nation’s largest markets, the arrangement could prove lucrative for the company.
“Expansive reach and national scale allow radio and digital audio to serve as a reliable platform for brands and political campaigns to reach engaged consumers,” says Entercom VP/Data and Analytics Dan McKinney. “Now more than ever, it is our responsibility to support these advertising partners with increased targeting to accomplish their specific goals. Partnering with Deep Root will allow us to better serve our trusted partners and enhance their capabilities when leveraging our audio assets to reach voters nationally and locally.”
Deep Root Chief Revenue Officer David Seawright added that his company was excited to partner with Entercom “to power audience-based advertising across all of their broadcast and digital audio assets.” He added that the pact “will allow agencies and advertisers to leverage Deep Root’s premium audiences in new ways and will elevate their targeting capabilities across an immensely valuable media type.”