As the audio industry continues to evolve, brands require more sophisticated measurement platforms than currently available to determine accurate and actionable attribution insights across multiple channels and tactics. Driving client solutions, Horizon Next and ArtsAI, a Claritas company and leading third-party attribution platform, today announced a strategic partnership bringing an enhanced audio analytics solution for increased transparency to a channel that has historically been difficult to measure and optimize.
Through this partnership, Horizon Next has enhanced Intersect, its proprietary analytics platform to include audio attribution. With the ability to incorporate real-time data and performance results across channels and tactics into its models, Horizon Next is empowering brands to optimize and scale their media investments. With broadcast radio, streaming audio, podcasting and satellite campaigns, this enhanced capability allows Horizon Next to assess audio’s contribution to client KPI’s and provide omni-channel measurement and optimization across traditional and digital channels.
This strategic partnership and approach also enables individual level media exposure and return path data to tie back to Horizon’s proprietary identify-based framework and connected marketing platform, blu. This provides additional insights into how buys are delivering against various granular level audiences.
“We have always been committed to pushing the envelope when it comes to innovation and attribution. As the first agency to measure OTT at scale as well as the first to provide guardrails around attributing offline media, finding a solution for audio attribution was inevitable for us,” said Gene Turner, President, Horizon Next. “This unlock brings more rigor and accountability to the audio space and provides substantial opportunities for our clients, and we believe provides an opportunity to leverage audio in a bigger way for our clients to drive accelerated growth.”
“We can now prove audio tactics deliver positive performance results across multiple KPIs compared to other channels using the same methodology,” said Lauren Russo, EVP Managing Partner, Innovation & Performance Audio, Horizon Media. “This refined solution is a game changer giving Audio a more prominent seat at the table on media plans.”
The robust reporting includes demo/audience segment measurement and impression delivery, incrementality lift, advanced insights with optimization recommendations, creative insights, performance and conversions by device, time of day, day of week, unit length and DMA.
Many clients are embracing the enhanced capability and reporting insights including but not limited to Sling, Bob’s Discount Furniture, eharmony and Sleep Number to assess performance results, ROI and uncover actionable optimizations.
“Horizon Next has taken holistic audio measurement to the next level and rolled out agency-wide,” said Erik Lundberg, Chief Growth Officer, Media & Agency at Claritas. “By ingesting our measurement data and audience insights into their proprietary technology platforms, and running their own advanced analytics models, taking into account other channels like OTT, video, and display, they are able to uncover for their marketer clients the true impact audio investment has on the bottom line. They’re also able to make advanced optimizations to increase return on audio ad spend even further.”
The Audio landscape continues to evolve with multiple platform & device options for consumption. Ad product innovation, enhancements in technology, data and measurement are shaping the future of Audio.
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