North West business Local Radio Support (LRS) has announced a new way for clients and agencies to book and measure advertising campaigns across the UK’s growing number of independent radio stations – IRIS (Independent Radio Income Streams).
After working with technology partners and completing a successful trial with a major national agency, LRS is now ready to launch IRIS through its rapidly growing network of member stations.
IRIS uses the bespoke technical system AIMS (Audience Impacts Measurement System) to track when an ad is broadcast, measuring the real time delivered impacts through IP tracking and producing a total campaign delivery figure.
John Dash of LRS said: “Previously, advertising on non-RAJAR stations has had little accountability for advertisers. IRIS changes all this – for the first time there is a credible route for trading airtime on independent radio stations who deliver previously hard to reach loyal, local audiences.
“The number of new stations is growing hugely in the UK but they’re often struggling for advertising revenue because in the past, not being part of a research model, there’s been no cost-effective way of measuring their audiences. Thanks to the new AIMS technology, that is about to change.”
LRS claims that it will deliver the first robust system to deliver real time audience numbers for the independent sector to agencies and advertisers, telling them exactly when their ads were played and how many impacts were delivered, and allow advertisers to access cumulatively significant audiences with a measured delivery system.
