Coleman Insights has launched Validate, a new attribution platform that helps radio stations demonstrate the impact of their advertising campaigns.
Originally launched by Canadian station operator Pattison Media and licensed globally by Momentum Media, Coleman has gained the exclusive rights to sell and market the service in the United States. Validate helps radio stations show advertisers exactly how over-the-air advertising campaigns generate consumer impressions and drive traffic to websites.
Coleman Insights President Warren Kurtzman said, “Validate will deliver remarkable results for radio stations in the U.S. For decades, advertisers have sought concrete ways to measure radio’s impact. I’ve been involved in the sales of services to radio stations for 40 years and I have rarely felt such a universally positive response to a new idea like I’m seeing with Validate.”
Coleman has signed Cox Media Group and Connoisseur Media as charter subscribers to Validate. RAB members will receive discounts on Validate subscriptions.
“Radio needs tools that make the impressive results we deliver very clear for advertisers,” said Rob Babin, Executive Vice President, Radio at Cox Media Group. “We believe Validate does that and look forward to our partnership.”
“When I first saw Validate, I knew it was something that could generate revenue for our stations,” said Connoisseur Media CEO Jeff Warshaw. “We look forward to being among the first radio groups delivering this important information to advertisers that demonstrates the power of radio.”
Coleman says that Validate combines streaming listening data with audience estimates from trusted ratings providers, using a proprietary algorithm to estimate total audience reach across both streaming and broadcast. By reporting on ad performance almost instantly, it allows radio sales teams to give advertisers real-time feedback on the effectiveness of their campaigns. A unique conversion tag further enables advertisers to track website engagement from listeners exposed to campaigns, capturing data for up to 90 days after exposure.
