Westwood One, TagStation Hook Up
Westwood One has forged an agreement with TagStation, LLC, the owner of the NextRadio app, to roll out what is being breathlessly described as “the first, and largest, interactive audience measurement tool of over-the-air FM radio.” This alliance will enable Westwood One to deliver consumer insights and intelligence that optimize campaigns and prove ROI to national advertisers. Through the NextRadio app, consumers can listen to live local radio on their smartphone and experience synced interactive ads and content. Listener interactions with a call-to-action, like store directions or promotions, are tracked via the Dial Report® — the first attribution dashboard to measure the impact of FM advertising campaigns. This rich data delivers insights on campaign demographics, brand exposure, listening engagement, in-store traffic, proximity and more.
Suzanne Grimes, EVP of Corporate Marketing for Cumulus Media and President of Westwood One commented, “Imagine interacting with broadcast radio and brand content on your smartphone. What an inspiration for getting consumers to take immediate action. This capability is now a reality for a quarter of a billion Westwood One listeners who get more control over their experience, while advertisers get massive and actionable insights and results. In addition, NextRadio’s collaboration with industry partners, including Nielsen, further validates this alliance as transformative for our business.”
Paul Brenner, President of NextRadio remarked, “The ability to quantify and prove ad exposure and retail visitation provides hard evidence of radio’s impact, and is an undeniable competitive advantage for Westwood One. We are thrilled to add their scale to our technology. Through this alliance, our rich consumer data is now available for a mass audience reach, allowing us to connect with larger brands and drive new business opportunities through Westwood One’s innovative advertiser solutions.” For more information, contact Westwood One EVP of Sales Jim Daunais at 404-260-6607 or JDaunais@Westwoodone.com.
