Catalina and iHeart Measure Podcast Ad Off-Line Impact

In the US, shopper intelligence and media solutions provider Catalina has formed a partnership with audio broadcaster and podcast publisher iHeartMedia, to measure and attribute the impact of podcast advertising on physical store sales.

Catalina uses its real-time shopper intelligence database to target and personalize in-store, TV and digital media. Its new partner iHeartMedia, Inc. leads the broadcast and digital streaming radio markets in the States, reaching more than 250 million people each month.

The partners say existing measures link podcast ad campaigns to brand lift metrics like purchase intent or message recall, and attribute digital activity such as web site visits from listeners exposed to a campaign: the new service will add data on the off-line sales impact of their marketing dollars within podcasting. Catalina has also agreed to provide iHeartMedia with audiences and measurement services within the latter's SmartAudio platform, for CPG ad campaigns that air on its linear and streaming radio programming.

Data & analytics teams at the two firms have worked together over the past year and have successfully completed pilot tests for measurement and audience targets across a range of iHeart's audio properties, including podcasts.

iHeartMedia EVP of National Research David Shiffman comments: 'We continue to focus on cross-platform measurement and attribution capabilities for advertisers and now in partnership with Catalina we can provide CPG advertisers tools to maximize their podcast campaigns' ROI, with measurement and attribution solutions to more effectively plan and execute their multi-platform audio campaigns'.

For Catalina, SVP Strategic Partnerships and Channel Sales Brian Dunphy (pictured) comments: 'As consumer-directed media consumption grows, it is critical for marketers to have a partner to help them effectively measure across channels. Thanks to our new partnership with iHeartMedia, we are excited to be unlocking and adding radio, streaming audio and podcasts to Catalina's now comprehensive omni-channel platform capabilities that also includes TV, Out of Home, Digital Advertising and In-Store campaigns. We have the capacity to reach shoppers with personalized messages at every step of the consumer journey, measure their impact, and even make adjustments in real time to drive sales'.

Catalina has operations in the United States, Costa Rica, Europe and Japan. Web sites are at www.iheartmedia.com and www.catalina.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.