AudioGo announced an InMarket partnership on October 23 that lets advertisers add measurement of store visits and sales to their audio campaigns. The offering targets local businesses and brands with multiple locations, including franchises and auto dealers.
According to AudioGo’s announcement, advertisers must have an agreement with InMarket, request its tracking pixel and add the supplied codes to an AudioGo campaign. The companies say the service measures incremental foot traffic and return on advertising spend: additional activity attributed to advertising, beyond what would otherwise have occurred.
The announcement does not disclose pricing, minimum spending requirements, campaign results or the method used to establish that incremental effect. PPC Land’s October 25 report also identifies those unanswered questions. This is an announced measurement capability, not proof that a particular campaign increased sales.
Why Internet radio operators should watch
For stations competing for local advertising, the potential implication is a higher expectation for evidence connecting an audio campaign to business outcomes. That is an RNN assessment, not a measured effect of this partnership. The announcement does not establish that independent stations can apply the integration to their own directly sold campaigns.
Before comparing reports, advertisers should ask how exposed and comparison audiences are selected, how long a visit can be credited to a campaign, what share of impressions can be matched, and whether purchase figures are observed or modeled. RNN’s coverage of Katz’s radio attribution case study examines a related distinction between reported outcomes and independently established causation.
The RNN question: Can local advertisers afford this measurement—and see enough of the methodology to judge what it proves?