The world of audio has dramatically grown in recent years and continues to expand at speed. In 2021 there was £718.7m of commercial revenue that went into the sector with a predicted forecast of +4% growth for radio revenue alone in 2022. With the plethora of audio platforms now available, measurement can become fragmented and challenging. However, here at On Device we offer a comprehensive solution to help measure all parts of the audio market.
We approach every client campaign uniquely, exploring individual objectives and identifying key ways to ensure a true reading of KPI’s can be delivered. Our consultative approach thereafter helps clients to extrapolate the insights from the data gathered which in turn forms actionable insights informing future planning.
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology and our fully opted in device ID panel.
We use various innovative methodologies to measure audio exposure adjusted to the environments that the audio is served on. We embed our tracking URL into the ad creative measuring exposure across in-app, browser and cookie less environments or retarget our panel using audio files of radio and/or podcast ads.
We then collect Device ID’s, cookies or IP addresses for audio consumed on any device (even without a device ID) to understand campaign exposure. We can then dedupe and isolate who on our panel has been exposed to the audio by matching this data to our panelists.
We serve those exposed to the audio advertising with our established brand impact survey. We also serve the same survey to a demographically-and behaviourally-matched control group to isolate the KPIs of brand impact.
The test and control survey results can then accurately determine the brand impact with results also compared against the On Device Research norms database of 100+ studies to help highlight wider category & channel impact.
We measure brand impact throughout the purchase funnel: from awareness, to consideration to purchase intent
We also measure three key dimensions that speak to the power of digital: emotional engagement, message resonance, and consumer action
By applying campaign buy details to brand impact results we can also report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom-line indicators to brand metric reporting.
Accountability: Deploy truly independent third-party verification to assess the impact of audio ad spend and provide unbiased transparency & data you can trust.
Behavioural and Attitudinal: Cross-reference the often-overlooked brand impact of frequency of audio exposure with behavioural metrics relating to attention.
Accurate and timely: Superior data quality transformed into actionable insight, delivered days after the field work period ends, allowing for nimble decision-making.
Here at Global, we use On Device Research to help us deliver the most effective campaign measurement solutions. They help us and our clients truly understand the value of our media opportunities within an increasingly fragmented landscape delivering each study in a trusted, concise and insightful way. Their unique approach to every study consistently allows for the best solution to be provided and furthermore translates into more meaningful results. The findings of each project are delivered in a consultative manner with a constant drive to ensure the data helps deliver continued campaign successes across the audio and outdoor markets.
Head of Commercial Insight