Case Study: Primedia Broadcasting achieves up to 30% campaign lift with Veritone Attribute

Veritone Attribute Helps Primedia Broadcasting Win Ad Spend by Proving Campaign Lift of up to 30%

Primedia Broadcasting, a leading South African media group with four regional radio stations, needed a way to prove the effectiveness of its radio advertising to clients beyond anecdotal evidence. They lacked a method to demonstrate that radio campaigns drove measurable online actions, such as website visits, which made it difficult to justify ad spend. They turned to Veritone and its product, Veritone Attribute, to solve this challenge.

By implementing Veritone Attribute, Primedia gained the ability to prove campaign lift with near real-time visibility. The solution provided measurable results, showing an average lift rate of 13% across all campaigns, with some clients experiencing lifts of 30% or more. This data allowed Primedia and its clients to optimize campaigns for better performance and definitively prove ROI. As a result, Veritone helped Primedia retain clients, win new business, and secure a greater share of its clients' advertising budgets.

Primedia Broadcasting

Kwena Manamela

Media Insights Specialist