The Challenge
With larger reach than any other media company in the U.S., iHeartMedia is at the forefront of the broadcast industry. The transformational enterprise has succeeded in creating a hybrid model that mixed broadcast radio with digital mediums like podcasts -- but they needed a way to better bind traditional and emerging channels. iHeart’s team realized the influence of digital creators could be a powerful common currency, but they lacked the technology needed to act on it.
The Solution
iHeartMedia leveraged the power of CreatorIQ’s Social CRM to ingest proprietary data and gain a deeper understanding of their talent’s social audiences. With rich, real-time insights at their fingertips, teams could plan, activate, and measure program effectiveness across every distribution channel.
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CreatorIQ: Tell us about a particularly effective campaign you executed. What were the results?
JS: We used CreatorIQ to source talent for the 2019 iHeart Radio Music Festival in Las Vegas. One of our sponsors needed a very niche influencer to create content onsite and we leveraged the CreatorIQ platform to find the best match. The ability to narrow down the specific client asks, and then retain that client within the CreatorIQ platform, is very helpful. We've been looking for a partner like CreatorIQ for quite some time.
One project that we're bullish about is ingesting our podcast data and talent. We're seeing convergence of social media influence and podcasts. We’re using data to make sure the platform can potentially serve up podcast recommendations when clients and brands are looking to activate certain audiences or influencers within a space. This can be a new angle via CreatorIQ.
It comes with different metrics and stipulations, but the results we're seeing on podcast marketing are high. When you pair that with a more traditional medium like social media, it allows a client to be comfortable in what they already know, but also lets them explore new mediums to have efficiencies in multiple areas.
CreatorIQ:How does CreatorIQ help you unify and monitor campaign results?
JS:We've partnered with CreatorIQ to ingest the majority of our broadcast talent. We have a better idea of what their social audience is. Our bread and butter is broadcast radio; we understand what the audience of a specific channel is. Having all of the real-time data helps the team streamline results. Obviously, a lot of campaigns aren't just a one-time thing, and play out over a course of several days, weeks or months. Optimization in this space is really important. Having one platform where all of the data is real-time has been important for us and our advertisers. CreatorIQ has been a very pivotal partner for us to streamline that process.
