Coleman Launches Validate Radio Ad Attribution in US

In the US, radio audience research firm Coleman Insights has launched an attribution platform called Validate, which helps stations demonstrate to advertisers how their campaigns across broadcast, streaming radio and podcast generate impressions and drive traffic to web sites.

Coleman is headquartered in Raleigh, NC and was founded in 1978 as a provider of research for the radio industry - it now also covers podcasting and streaming. The firm was acquired by Ontario, Canada-based Quest Global Research Group last month, and the latest announcement follows a deal between Coleman and two Canadian companies: Validate's developer, Pattison Media, and its worldwide licensor Momentum Media. The deal gives Coleman exclusive rights to sell and market the service in the US.

Validate combines streaming listening data with audience estimates from ratings providers to calculate an estimated total audience reach, in near real time. The service uses a conversion tag to allow advertisers to track web site engagement from listeners exposed to campaigns, capturing data for up to 90 days after exposure.

Coleman President Warren Kurtzman (pictured) says Validate 'will deliver remarkable results for radio stations in the US'. He comments: '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'. Cox Media Group and Connoisseur Media have signed on as charter subscribers to Validate in the US, following discussions with the board of directors of the RAB (Radio Advertising Bureau), whose members will receive discounts on Validate subscriptions.

Web site: www.colemaninsights.com/validate .