Cox Media Group has announced its partnership with marketing attribution company LeadsRx, to utilize its broadcast attribution software within the Cox Analytics service. In an effort to show advertisers how they can use their ad dollars more efficiently, the attribution capabilities built into Cox Analytics quantify increases in web traffic due to radio advertising across Cox Media Group’s network.
Specifically, the alliance with LeadsRx and Cox Analytics is designed to help advertisers see and understand how consumer actions are influenced by broadcast advertising across a variety of factors, including daypart, day of the week, station and ad creative. “Attribution is effective since advertisers can hone ad creative and spending to attract consumers – and consumers are more responsive since they are exposed to fewer and more relevant ads,” CMG explained in its announcement. In addition, attribution provides radio advertisers with “analytic evidence” similar to what is already available for digital advertising, “leveling the playing field for apples-to-apples comparisons.”
Before the ability to link attribution with Cox Analytics, “advertisers struggled to understand the true impact of radio advertising and often sought analytic evidence of advertising effectiveness” as is common in digital advertising, Cox adds. Previously, budgets were based on expected results based on audience reach and listener demographics.
“When an advertiser chooses Cox Media Group, we are confident they are getting the best allocation of their ad spend resulting in higher consumer response to broadcast advertising,” said Katie Reid, Executive Director of Revenue for Radio at Cox Media Group. “The Cox Analytics service, built on LeadsRx attribution capabilities, ensures optimized exposure to the right audiences and makes the best use of advertiser budget.”
By utilizing the combined capabilities of LeadsRx and Cox Analytics, Cox says its advertisers are able to see the same sort of quantitative results that they do with digital advertising. “This allows more informed, confident decisions about budget allocation optimization,” the company offers. “As a result, advertisers have clarity, transparency and insight into audiences; and consumers hear more compelling ads that are relevant to their needs.”