CBS Radio is another Veritone client.
In fact, it tested Veritone’s AI tool to see
if it could improve ad targeting and was
so satisfied with the results, it signed a
$1.7 million deal with Veritone to cover
117 stations in 26 markets nationwide.
Now CBS Radio is using Veritone’s
system for both ad sales and content
management, including talent training,
sharing relevant programming, and moni
toring competitors’ broadcasts.
All About Analytics
Incidentally, earlier this year, CBS
Radio began offering a tool called Air
time Analytics that measures an advertis
er’s lift in website traffic following a radio
spot. Stations can then help advertisers
understand their most successful creative
and daypart executions.
The company behind the tool,
AnalyticOwl, is a broadcast analytics
platform used to measure creative effec
tiveness and audience response.
David Ballinger, founder of Analytic
Owl, says hundreds of CBS Radio clients
are using Airtime Analytics “to prove
that radio does in fact drive website traf
fic. This is the first time a radio company
has used analytics on a national level and
now … advertisers can finally gain a bet
ter understanding of the immense impact
of radio on their overall marketing mix.”
Jon Blum, vice president and director
of local sales and corporate partnerships
at CBS Radio, says CBS Radio has more
than 1,700 clients connected to CBS
Radio Airtime Analytics — and they’re
all getting realtime actionable intelli
gence and insights.
Blum says one of its clients, Harbor
Chevrolet in Los Angeles, ran a Labor
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All Latin and South American media right in the palm of
seeking online education. “We have to
break through the noise in a competitive
market, and this was one of the ways we
achieved that,” she adds.
O’Malley says the 30-second ads
focused on the idea of impacting the
world with graduate education. “We
directed folks to our website … to
get them to learn more. So far, we’re
really satisfied with our reach and ad
frequency, plus the targeting options
available,” she adds.
O’Malley wouldn’t share specific
results, but she did say she was able to
change parameters in real time. After
noticing that 80 percent of users who
clicked the ad were coming from a rock
or pop station, she said she adjusted
the campaign’s target and improved her
The Spotify spokesperson says the
company will begin testing the studio in
“select additional markets. Our intention
is to roll this out in all our advertising
markets over time. We are on the road
to becoming a full-scale advertising