Presenting: Entercom Audience Analytics

Clearly on a post-merger roll, Entercom also announced the launch of Entercom Audience Analytics, described as “a tool to offer advertisers unique data and analytic insights designed to optimize their advertising campaigns and improve return on investment.” Entercom Audience Analytics is an expansion of a preexisting CBS Radio property that will be enhanced and rolled out throughout the entire Entercom footprint. The enhanced analytics capability is powered by an exclusive partnership in Entercom markets with AnalyticOwl, a broadcast analytics platform used to measure effectiveness and audience response of radio advertising.

Entercom Audience Analytics tracks and quantifies the impact of on-air advertising campaigns on web conversions and online lift. Armed with this data, Entercom can provide its clients with advanced analytic insights regarding the advertising copy, airtime, and offers that resonate most with listeners. As a result, advertisers can identify opportunities to optimize spend, creative and placement during campaigns in nearly real time to maximize the return on their investment.

“As the No. 1 reach medium in the United States delivering outstanding ROI to customers, Radio is an optimal medium for advertisers to reach their targeted audiences, and Entercom Audience Analytics further enhances our value to our clients,” said David Field, Entercom President and Chief Executive Officer.

Bob Philips, Entercom’s Chief Revenue Officer (left) added, “Entercom Audience Analytics will enable us to develop a more consultative relationship with our advertising partners and more effectively measure and validate the important role of Radio in the consumers’ path to purchase. This is a tremendous step toward improving campaign effectiveness and ROI for our advertisers.”