The Westwood One and LeadsRx Partnership

On September 17th, LeadsRx and Westwood One, America’s largest audio network, announced a partnership that would see LeadsRx power Westwood One’s advertising attribution measurement on their network. With the announcement, Westwood One became the first national audio platform to use LeadsRx attribution software. Their goal is to provide a deep, comprehensive analysis of how audio advertising drives digital traffic to websites and search. 

Westwood One, a division of Cumulus MEDIA, offers nationally syndicated sports, news, and entertainment audio content to a network of more than 250 million monthly listeners across 8,000 affiliated broadcast radio stations. Those stations are home to events that include the NFL, the Masters, and the Olympics. In addition to their radio offerings, Westwood One is also growing their Podcast Network, which is home to a rich diversity of personalities and programs.

LeadsRx is a cross-channel marketing and attribution platform. In total, LeadsRx has been used by more than 3,000 companies around the world to help them better understand the impact of their advertising campaigns and better understand their customers. Using our platform, our customers reduce the cost of customer acquisition, optimize their ad spends, and improve their ROI. We make it easy for companies to gain a top-down view of the performance of their advertising campaigns across all channels and platforms.

The partnership with LeadsRx represents a new offering from the Westwood One ROI Guarantee audio insights platform. Together, LeadsRx and Westwood One have joined forces to provide national brands with a way to track, measure, and quantify the impact of their radio advertising campaigns.

Westwood One Attribution Study:

Previously, LeadsRx and Westwood One have worked together on a series of major studies on attribution, including:

• The Westwood One and LeadsRx Direct-to-Consumer Media Attribution and Awareness Report studied 62 direct to consumer brands, revealing that AM/FM radio’s site traffic lift is comparable to search, social media advertising, and television. (Click here to view the report)

• A holiday radio advertising campaign for a national jewelry chain resulted in an 11% lift in website traffic. 

• A national footwear chain discovered a direct correlation between media weight and site traffic. 

Let’s take a look at some of the specific ways that this partnership will work to the benefit of advertisers on the Westwood One Network. 

How This Partnership Helps Westwood One Network Advertisers

The addition of LeadsRx attribution platform to the Westwood One Network helps advertisers within that network in multiple ways:

• Helps advertisers better understand how their website traffic increases after consumers are exposed to radio advertisements. 
• Help advertisers identify ways to use their ad dollars more effectively and optimize radio campaigns for maximum ROAS. 
• Better understand their customers and why they take the actions that they do. 

Bumps in website traffic after the airing of an advertisement has long been known to radio advertising and marketing professionals. However, most companies have lacked a reliable way to attribute site traffic to radio ads. Those that do attempt to track the impact of their radio ads often rely on self-reporting, which fails to provide a complete picture of the advertisements’ impact. 

“Advertisers have told us for years that their site traffic explodes when they advertise on radio. 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.” 

-Pierre Bouvard, Chief Insights Officer at Cumulus

The LeadsRx impartial multi-touch marketing attribution software allows for deep data segmentation, including analysis for:

• Daypart
• Day of the week
• Station
• Ad creative
• Program aired-during

This level of analysis gives advertisers a deeper understanding of where their radio advertising spend is having the most impact on their broad-spectrum marketing strategies, and what campaigns are making the most impact on their audience. 

“The LeadsRx platform gives Westwood One industry-leading marketing measurement capabilities that greatly benefit advertisers with comprehensive, digital-like attribution analytics. 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.” 

-Suzanne Grimes, President Westwood One and EVP Corporate Marketing Cumulus Media.

A Better Future for Radio Advertisers

The new partnership between Westwood One and LeadsRx represents a big win for advertisers. They’ll have access to more data that will help them to fully quantify the effect that radio advertising has on their complete marketing operations on the Westwood One ROI Guarantee audio insights platform.

To learn more about how radio attribution works, schedule a free product demo.