Data from broadcast advertising attribution and analytics tool developer AnalyticOwl will become the latest benefit to members of the fledgling Independent Broadcasters Association (IBA), thanks to an agreement announced Wednesday by the New Jersey-based technology firm.
The deal will give IBA members access to tools designed to optimize live radio campaigns and, therefore, drive increased revenue and retention for radio stations.
AnalyticOwl’s proprietary platform matches advertisements to website, search, social and foot traffic performance to help its users better articulate the value delivered via radio advertising, the company says.
IBA members can now use AnalyticOwl’s detailed campaign analysis focusing on creative and schedule insights to form a stronger connection with their advertisers, AnalyticOwl notes.
“We’ve long been advocates of radio advertising and are excited to help IBA members prove that radio advertising works,” said David Ballinger, founder of AnalyticOwl. “Our platform and response metrics are proven to prospect, sell, upsell and win-back business.”
Ron Stone, IBA Founder and CEO of Adams Media Group, added, “Revenue generation is of core importance for IBA members, and AnalyticOwl has an exceptional track record for turning radio analytics and attribution into station revenue and advertiser retention. These are tools that most independents could not access in the past simply due to the required investment. Analytic Owl has made their product available at substantial discounts to the members. The addition of AnalyticOwl as an IBA partner is welcomed and enables IBA member stations of any size in any market to use AnalyticOwl data to close new business and retain existing business.”