Results
By utilizing the Quantcast Platform, Audacy is able to port their “offline” first-party data into the system and measure these unknown audiences, and provide their national and local advertisers with more relevant and data-driven qualitative insights. Audacy is now able to qualitatively measure their ‘over-the-air’ audience (broadcast radio listeners) in combination with, or against, their digital users.
Jeffrey Berest explains, “For Audacy, Quantcast’s technology has been a game changer. The term ‘game changer’ doesn’t feel like a hyperbole for us. Imagine being another media publisher and you’re only able to get insights on half of your audience. With Quantcast, we are able to close a huge gap in audience measurement.”
These insights are also used to improve Audacy’s media planning ability on their network, and to demonstrate to their broadcast stations that they have identified their primary audiences.
By being able to develop data-driven media plans based on credible audience insights, Audacy is able to reduce waste and maximize ROI. This ability not only is integral for their clients, but also helps Audacy differentiate themselves from their competitors.