Digital Audio Measurement Tries To Take A Step Forward [Forbes]
E.W. Scripps Company (The) - Class A (SSP)
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Source: Forbes
Digital Audio Measurement Tries To Take A Step Forward On August 28, 1922 America’s first radio advertisement was broadcast on New York City’s WEAF. It lasted ten minutes and promoted the Hawthorne Court Apartments in Jackson Heights. The marketers’ gripe about radio advertising in 1922 has followed the medium for almost a century. Audience measurement is deeply flawed. In today’s world of audio distributed globally on diverse platforms, the gripe is much the same. I recently asked Targetspot client strategist Michael Orfaly to shed light on new offline attribution capabilities that could prove helpful for media planners struggling to accurately measure digital audio. Paul Talbot: Michael Orfaly: This is one opportunity for advertisers to better understand audio’s value, and thus, increase investment. For us at Targetspot, these new offline attribution capabilities allow us to learn more about our audience and to optimize our inventory. The added depth and granularity of Cuebiq’s d
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