November 27, 2021

Towards a measure of overall Radio + Audio efficiency – Image

GroupM Audio, GroupM’s Audio entity (WPP), is setting up a global Radio + Audio efficiency study, making it possible to measure drive-to-store and drive-to-web, based on analyzes of actual exposure to advertising campaigns, regardless of the Radio and Audio broadcasting universe (analogue radio, live radio on the Internet, replay podcasts, native podcasts, Internet radio and music streaming platforms). To do this, it joined forces with the company specializing in the anonymous processing of data, Retency and Kantar. A first field study was launched from August 18 to September 24 on a panel of 5 advertisers from various sectors, and the first results of which will be known “during October”, according to its initiators, and “aims to be reproduced on a perimeter of wider advertisers ”. In fact, if it has “the advantage of measuring both the traffic generated by campaigns on physical points of sale and on brands’ websites, the study also makes it possible to analyze the digital browsing of targets in order to to better understand their purchasing behavior, ”they say.

For GroupM Audio, Retency and Kantar, “no probability of media exposure is taken into account”. The analysis of actual exposure to audio advertising campaigns is carried out using watermarking technology, a technology used today, in particular by Médiamétrie, to measure mobile TV audiences and which consists of inserting an audio brand in advertising spots. inaudible to the human ear, but recognized by the panelists’ mobiles via the microphone. In fact, “incremental physical traffic”, that is to say the number of individuals who have visited a point of sale after having been exposed to digital advertising, is measured using the Retency method of passive traffic measurement. – pixels disseminated within the creations and boxes deployed in stores. Incremental digital traffic is measured by Kantar through the analysis of the web browsing of its Metaskope panelists.