Hubbard Radio St. Louis Lands $70K Renewal With Lift Data | Case Study ad effectiveness, lift data, radio ads

Hubbard Radio St. Louis Lands $70K Renewal With Lift Data From Veritone Attribute

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Hubbard Radio St. Louis has been at the forefront of regional radio for decades, dedicated not only to honoring the community spirit of the St. Louis region but also committing to driving innovation.

“With Attribute, you can really showcase when web traffic is up during a campaign—that’s really important. It continues to build their confidence in their campaigns and our own as well.”

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Five terrestrial radio stations that cover music and sports

Offers rock, country, adult contemporary music, and the No. 1 sports station in St. Louis

Reaches approximately 1.2 million adult listeners in the St. Louis area

Challenge / Solution

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The Challenge

The Solution

The Challenge

This is something not easily accomplished in radio, as compared with channels such as digital advertising, where clickthrough rates and other data can be easily collected to prove ROI. “As time went on, we noticed more and more clients were asking for this kind of information because they really want to evaluate the different tactics they’re using for advertising,” said Sara Henry, marketing support manager for Hubbard Radio St. Louis. They needed a way to show their clients how effective ads could be on their radio stations to build confidence in their campaigns and continue capturing ad spend.

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The Solution

With proven confidence in Veritone solutions, they also started using Veritone Attribute, a turnkey broadcast attribution solution that helps station groups correlate broadcast campaigns with web lift in near-real time. “While we explored other options, the big thing that has kept us with Veritone is the two-fold piece of Attribute and Discovery,” Henry explained. “There are so many insights we can pull from Discovery, and now we can couple that with data from Attribute.” Attribute works by helping users track and visualize campaign data, tying on-air ads to the response advertisers receive through increased web traffic and unique website visitors within a specified attribution window. For Hubbard Radio St. Louis, they like being able to show clients geographic locations of their web visitors and which dayparts generated the most web traffic. “Because it is real time, we’re able to go in and see internally for ourselves, too, which creative is performing better, which daypart is beforming better, and make suggestions to our team,” Henry said. “It’s nice that we can get very high-level information, but we can also dig deeper. There are clients who love numbers, so it’s nice to have both the high-level and granular reports.”

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With Attribute in place, Hubbard Radio St. Louis obtained greater insights they could share with their advertisers, simplifying how they report on ad performance and helping them increase retention.

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CASE STUDY:

One such innovation has been the station group’s use of artificial intelligence (AI) and attribution solutions to sign more deals, retain customers, and elevate their ability to collect insights that they can share with clients.

Like many station groups, Hubbard Radio St. Louis found that customers were seeking more insights in order to better evaluate their ad spend across channels.

In 2017, Hubbard St. Louis began using Veritone Discovery, an AI-powered solution they use to easily run shareable airchecks as well as track and recap advertiser mentions and on-air integrations using Discovery’s Watchlist feature.

ABOUT HUBBARD RADIO ST. LOUIS

ABOUT THE PROJECT

In fact, the ability to provide regular reports with Attribute helped them renew a $70,000 campaign throughout 2022 on their stations. “If we’re able to show a client, yeah, your campaign is running great, here are the different data points we can see, here’s the story we can tell—that builds confidence in the services we have to offer here,” Henry said. “It’s a relationship builder.”

The RESULTS

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Sara Henry Marketing Support Manager, Hubbard Radio St. Louis