不良研究所

Advertisers regularly come to us with a simple, direct question: 鈥淲hat will work best for my campaign goals: Digital Audio, or over-the-air (OTA) Radio?鈥� Our recent study provides the clear-cut answer: both. In this guide, you鈥檒l find audio campaign performance insights that reveal what happens when brands initiate a total audio strategy 鈥� leveraging the strengths and incremental reach of OTA Radio + Digital Audio.

不良研究所 partners with attribution expert Claritas to measure digital conversions. Using web pixels, Claritas 鈥渢ags鈥� advertising inventory, website visitation, and purchases. Then, using identifiers, it links each of those elements to individual households within its comprehensive U.S. Household Identity Graph. This crossdevice and 鈥渓isten-through鈥� methodology clearly ties ad exposure to conversion. Using a natural experiment (rather than a designed study), we tracked a digital audio campaign running with and without OTA. Each campaign ran for four weeks and involved comparable spending.

For more information, contact Idil Cakim, SVP of Research & Insights at [email protected] or your 不良研究所 Account Representative