Attribution Data
The latest WESTWOOD ONE blog post by Dir./Content Marketing LAUREN VETRANO offers some attribution data compiled by LEADSRX that shows radio driving website traffic to a major jewelry retailer last holiday season.
In the post, VETRANO points to attribution from the study, conducted in NOVEMBER and DECEMBER 2018, that indicates AM/FM radio increasing traffic to the website by 11% and the campaign outperforming site traffic lift category norms by 38%. The highest rate of conversion was in early DECEMBER, with the greatest share of attributed web sessions (27%) happening DECEMBER 3-9, with 20% the following week.
Spikes occurred in the middle of the week and on SUNDAYS. As for dayparts, the browsing occurred mostly in the evenings, with some lift in middays; a variety of formats worked for the client, with AC generating 34% of web traffic from 22% of total ad impressions, and Country, Rock, Classic Hits, and Classic Rock also performing well. Best performing creative were "price match" and "rewards" spots.
Read the post here.
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