Bonneville Seattle Earns Key Account’s Annual Business with Detailed Attribution Reporting from Veritone Attribute
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Many local and national businesses in the growing metropolitan area of Seattle rely on radio to reach consumers in this vibrant community.
Three radio stations covering news, sports, and conservative talk
The Solution
The Challenge
The station group needed a way to prove the ads their clients were running were indeed driving web traffic to the companies’ websites—something digital ads can do naturally, but radio cannot.
Simply put, “we live in a world of attribution,” according to Rob Evans, account executive at Bonneville Seattle.
The Solution
Bonneville Seattle began using Veritone Attribute, a turnkey broadcast attribution solution, to correlate their campaigns with web lift in near-real time.
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CASE STUDY:
Bonneville Seattle Media Group serves these customers as well as listeners with radio stations that reach more than half a million listeners each week.
The Need to Prove Impact
Real-time Attribution with AI
About Bonneville Seattle Media Group
ABOUT THE PROJECT
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The Challenge
Reaches approximately 650,000 listeners weekly
Part of Bonneville International, which operates radio and TV stations in six Western U.S. markets
“It’s super important to be able to attribute lift as a result of your campaigns,” Evans said. “Radio is challenged in that regard.”
By using Attribute to link his clients’ web traffic with the timespan just after an advertisement ran on one of the stations he represents, Evans knew he could reduce churn while demonstrating performance.
Evans uses Attribute by sending his clients customized reports by showing what’s working best in their radio campaigns. He highlights spikes in web traffic and is able to correlate those with different elements, depending on the customer.
“It’s a great tool to get more traction with clients. We can demonstrate better results because of Attribute.”
“When I walk through the reports, different people find different things of value. For some, it’s the specific creative they’re using. For others, it’s days of the week and dayparts. For others, it’s the ad visits by traffic channel that gets them excited.”
"The biggest metric I use is New Ad Users because that’s what most of these people are concerned about: new people. They’re really jazzed when they see brand new people come to their websites as a result of these ads."
Rob Evans
account executive at Bonneville Seattle
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THE CHALLENGE
THE SOLUTION
Rob Evans
account executive at Bonneville Seattle
"The biggest metric I use is New Ad Users because that’s what most of these people are concerned about: new people. They’re really jazzed when they see brand new people come to their websites as a result of these ads."
“When I walk through the reports, different people find different things of value. For some, it’s the specific creative they’re using. For others, it’s days of the week and dayparts. For others, it’s the ad visits by traffic channel that gets them excited.”
“It’s a great tool to get more traction with clients. We can demonstrate better results because of Attribute.”
Find out what Attribute can do for you
Evans was familiar with Attribute from a previous job and was such an enthusiast, he asked about it in his job interview with Bonneville.