Radio data and the future of broadcasters: Using attribution analysis to measure consumer behavior
Is it possible to determine how effective radio advertising really is? TagStation says yes, using a method called attribution analysis, and this may be key for the future of broadcasters.
Radio stations have a business model traditionally based on advertising, and this is somewhat problematic. At a time when advertisers have many options in terms of digital media that can let them work out ad placement strategies and ROI based on troves of data, over the air radio seems antiquated in comparison.
Is there a way for radio to catch up? This question may be fundamental for its survival, and could be restated as follows: is there a reliable way to measure the effectiveness of radio advertisement?