5-10-2012
Triton Digital is trying to speak the language buyers who use radio understand. Customers subscribing to the new local reports feature inside of its webcast metrics product will now receive Average Quarter-Hour Rating by market ? the same metrics typically used when measuring terrestrial radio stations. Triton Media Group COO Mike Agovino says, "this will allow subscribers the flexibility to combine their offline and online audience into a credible total audience number while maintaining the ability to position the attributes of either channel independently. We spoke with Agovino Thursday about the new product.
Why AQH ratings?
MA: We have been speaking with agencies and other folks on the demand-side over the past few months. The good news is that they all expressed that the space is hitting stride. The one thing they cited as a bit of barrier is 'Metric Confusion.' For people accustomed to buying audio-based advertising on the basis of AQH, evaluating internet audio space by the same standard makes things simpler. This news is a direct result of agency requests. They've pushed hard for clarity and we think this provides it.
Is this an additional charge for stations that use Triton?
MA: No. We will be incorporating the AQH metric into customers' standard dashboard over time. Deeper metrics and kinds of analysis will also be available as a part of our "Local Reports" offering inside of Webcast Metrics.
How often will they be distributed to stations?
MA: AQH will live inside of the consoles of clients who wish to see their data presented that way.
How would you advise radio salespeople to pitch this?
MA: I would say that relative merit of different properties is now easier to evaluate based on shared measurement standards. Now, Webcast Metrics is still census-based, but...
Do you believe this will increase digital revenue for radio?
MA: Any time you lower barriers to entry sales increase. To an extent this normalizes things, levels the playing field so that more people will find it safe to go in the water.
What's it going to take to get publicized weekly online ratings in every (or at least the top ten) markets? MA: It takes our clients? willingness to share information publicly at a station-level. We're making progress and hope to have something soon.
Any chance Arbitron buys Triton Digital?
MA: I left my crystal ball at home, but we're moving ahead with laser focus on our customers and our roadmap to make sure their content finds its audience wherever, whenever, however their audience wants to consume it.
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