ARN has launched a new analytics platform designed to give media agencies and advertisers a clearer, real time view of campaign advertising activity across the commercial radio market.
Spotty,powered by Spotwise, gives media agencies and advertisers real time campaign reporting, insights and category analytics.
Spotty brings campaign activity, competitive intelligence and category insights together in live dashboards helping agencies and advertisers move from retrospective reporting and incomplete market information towards more informed, evidence-based planning and buying decisions.
The platform provides a next-day view of advertiser activity and market movements, including where advertiser spots are running across radio networks, as well as campaign activity patterns, available at the click of a button.
For agencies and advertisers, that means being able to answer some of the most important questions behind an effective audio strategy: Who is active in my category? Where are competitors investing? What messages are they taking to market? What is my share of voice? And where might there be an opportunity to do more?
Spotty also brings category intelligence to the forefront, providing visibility of category growth trends, leading spending brands, seasonal investment patterns, competitive dynamics, new market entrants and the creative messages of advertisers currently active in market.
The result is an opportunity for agencies and brands to spend less time assembling fragmented historical and inaccurate data and more time turning insight into action.
Angelo Sinibaldi, ARN Director of Data Product Strategy & Commercialisation, said: “Advertisers increasingly want more than a report telling them what has happened after a campaign has finished. They want the intelligence to understand what is happening in their category now, how competitors are moving and where the next opportunity might be.
“That’s what Spotty is designed to deliver. It brings campaign, competitor and category intelligence together in one analytics platform so agencies and advertisers can respond more quickly to what is happening in market, make more informed decisions and turn intelligence into better planning and investment decisions.”
Roberts Levics, CEO and Co-Founder of Spotwise, said: “ARN is the only Australian network with this kind of market intelligence. Radio has always been fast to plan and easy to change. Spotty gives everyone working with ARN, clients and agencies the data to match that pace.”
For campaigns running across ARN, Spotty will support campaign analytics through customised dashboards, providing advertisers and agencies with visibility of spot-by spot delivery in real time.
The launch forms part of ARN’s broader investment in audience intelligence, measurement and data-led advertising capabilities, creating a more informed approach to planning and buying audio.
