A new partnership between digital audio ad network Targetspot and location data provider Cuebiq will help advertisers gauge how their digital audio ad campaigns drove foot traffic to brick and mortar stores. The companies say their alliance will also provide insights into the offline consumer journey to help improve media planning and optimize an advertiser’s sales cycle.
New York-based Cuebiq uses an opt-in panel of consumers who download its app, and those of its partners, to their mobile device. This allows Cuebiq to measure visits to brick and mortar locations as a result of exposure to a digital audio ad. The data is collected via an opt-in/opt-out process and is anonymized and aggregated.
Cuebiq says its “first-party, high quality data and extensive reach of opted-in daily active users, allows for powerful and scalable attribution capabilities.” The location intelligence and consumer insights company works with brands and agencies, financial services firms and publishers.
Dominick Milano, Targetspot’s Senior VP of Sales and Business Development in North America, said his company is always on the prowl for new ways to prove the value of digital audio. “As attribution technologies become smarter and more sophisticated, it became clear to us that Cuebiq was the right partner,” he said. TargetSpot Client Strategist Michael Orfaly said Cuebiq’s data “provides the insights we need to show our clients the real-world value of our digital audio campaigns.”
As more advertisers expect their media partners to prove the impact of their ad campaigns, a new industry of attribution vendors has sprouted up. Audio companies are aligning with services such as AnalyticOwl, C3Metrics, LeadsRX and Elytics to show how their advertising moved the needle for clients.
Mobile technology is allowing marketers to see if, how, and when their digital audio campaign drove consumers to retail locations, says Cuebiq CEO Antonio Tomarchio. “We look forward to working with Targetspot to provide advertisers with a better view of how marketing activations are changing consumer behaviors.”
Targetspot clients include Entercom/Radio.com, Townsquare Media, Univision, Entravision, Spanish Broadcasting System, Audioboom, Deezer and Prisa, among others. The company says that it connects agencies and advertisers to 160 million unique listeners globally each month.