Broadens Its Geographic Reach: Media Monitors
Media Monitors Expands Radio Advertising Tracking Capabilities
Media Monitors, a leading provider of media monitoring services, has announced a significant expansion of its radio advertising tracking capabilities. The company's new system now covers 250 markets, a substantial increase from the previous 106, and permanently stores audio files of all radio ads for a more accurate representation of campaigns.
This expansion aims to address the issue of imprecise methods in marketing data analysis. By providing advertisers and agencies with verified, as-run data, Media Monitors enables precise validation of what actually aired, when, and how it performed.
Philippe Generali, President and CEO of Media Monitors, stated in a release that this is a new era for radio accountability. He explained that the company's expanded coverage and permanent ad archive provides advertisers and agencies with a clear view of what aired, when it aired, and how it performed.
The "forever archive" of radio ads, as Media Monitors calls it, provides advertisers with a more accurate representation of their campaigns. Storing every ad audio file indefinitely allows campaign validation and creative verification, resolving challenges with missing ISCI codes and ensuring correct brand attribution.
The availability of verified as-run data and original audio files addresses longstanding issues of missing or inaccurate campaign inputs in media mix modeling (MMM). This strengthens the ability to measure radio’s true contribution to ROI and enhances attribution accuracy.
Moreover, advertisers can now combine this data with licensed audience data to generate integrated GRPs and impressions. This comprehensive approach offers a more complete understanding of a campaign's performance, helping advertisers make better-informed marketing strategies.
Industry leaders, including Nielsen EVP of Global Marketing Effectiveness David Hohman, have emphasized the importance of actual as-run GRPs for accurate ROI analysis. Media Monitors' expanded capabilities are a significant step towards achieving this goal, bridging the gap between perception and reality.
Nielsen benchmarks rank AM/FM radio second in ROI among media channels. Media Monitors’ enhanced data helps demonstrate this value more clearly, supporting stronger advertiser confidence and better decision-making. With its expanded footprint, Media Monitors allows advertisers to access verified as-run data, significantly improving the accuracy of campaign data and ROI analysis.
- The new system at Media Monitors, a media monitoring service provider, now permanently stores audio files of all radio ads, offering advertisers a more accurate representation of their campaigns.
- With the expanded radio advertising tracking capabilities, Media Monitors provides advertisers and agencies with verified, as-run data, enabling precise validation of what aired, when, and how it performed.
- The availability of original audio files and verified as-run data from Media Monitors can be combined with licensed audience data, offering a more complete understanding of a campaign's performance and enhancing the accuracy of marketing strategies, especially in terms of ROI.
