Westwood One has chosen to partner with LeadsRx to power Westwood One’s attribution measurement as the first national audio platform to use LeadsRx attribution software to provide a comprehensive, quantitative analysis of how audio advertising drives advertiser search and site traffic.

LeadsRx is a new service offering in the groundbreaking Westwood One ROI Guarantee audio insights platform. Together, the two companies provide national brands a variety of analytics that quantify the impact of radio advertising.

LeadsRx data reveals how website visitor traffic increases after consumers are exposed to radio advertising. The platform also depicts business outcomes such as sales of products, form completions, in-bound phone calls, and more. The LeadsRx solution can portray the impact of radio alongside television and digital while quantifying the effectiveness of ad creative, time period, day of week, and radio programming formats.

“The LeadsRx platform gives Westwood One industry-leading marketing measurement capabilities that greatly benefit advertisers with comprehensive, digital-like attribution analytics,” said Suzanne Grimes, President Westwood One and EVP Corporate Marketing CUMULUS MEDIA. “LeadsRx gives advertisers transparency and confidence to justify marketing spend in radio not only for increased website traffic, but for the key outcomes required to run their businesses.”

“Advertisers have told us for years that their site traffic explodes when they advertise on radio,” said Pierre Bouvard, Chief Insights Offer at CUMULUS MEDIA | Westwood One. “LeadsRx provides advertisers the hard proof of radio’s ability to drive search and site traffic. They have industry leading credibility since they primarily work for brands and their agencies.”

Westwood One and LeadsRx have teamed on a series of major attribution studies:

Direct-to-consumer: A study of 62 direct-to-consumer brands revealed that AM/FM radio’s site traffic lift is comparable to Google/Facebook and television

In April of this year, Westwood One and LeadsRx released results that showed that while direct-to-consumer brands launched in digital and use their first party data to drive performance-based marketing, their spending in TV and AM/FM radio generates impact. LeadsRx found that TV and AM/FM radio drove a combined +40% site traffic lift compared to +17% for Google/Facebook. AM/FM radio performed just as well as TV and Google/Facebook.

Jewelry retailer: A holiday radio campaign for a national jewelry chain resulted in an +11% lift in website traffic

The study of a major jewelry retailer’s national November-December campaign proved AM/FM radio drove an +11% boost in site traffic. LeadsRx data also identified key shopping windows for the retailer and looked at creative performance, identifying which specific offers generated the greatest search and site traffic.

National footwear chain: A national footwear chain discovered a direct correlation between media weight and site traffic

As a result of an AM/FM radio campaign, LeadsRx was able to show that a major national footwear chain saw a +14% increase in online behavior. They also found online traffic was highest during the day, or prime retail shopping time, on the weekends.

Most importantly, LeadsRx found that media weight drove results. The higher the exposure, the greater the lift in web traffic. Markets with the heaviest AM/FM radio exposure saw the greatest web lift (+29%) while those with the lightest exposure saw lower increases (+10%).

“Marketing attribution is the key to unlocking how brands connect and stay relevant with their customers and how they are developing long-lasting relationships,” said AJ Brown, CEO and co-founder of LeadsRx. “The LeadsRx partnership with Westwood One demonstrates the significance of attribution to help businesses improve web traffic and drive up sales while giving consumers fewer and more relevant ads and information. Overall, attribution helps brands cultivate strong and long-lasting relationships with consumers.”

Key takeaways:

• Westwood One has partnered with LeadsRx, a new service that provides data revealing how website visitor traffic increases after consumers are exposed to radio advertising
• Direct-to-consumer: A study of 62 direct-to-consumer brands revealed that AM/FM radio’s site traffic lift is comparable to Google/Facebook and television
• Jewelry retailer: A holiday radio campaign for a national jewelry chain resulted in an +11% lift in website traffic
• National footwear chain: A national footwear chain discovered a direct correlation between media weight and site traffic

Pierre Bouvard is Chief Insights Officer at CUMULUS MEDIA | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.