iHM: We Know A Lot About Our Listeners

Brian Kaminsky

Speaking at Ad Age's Data Conference in New York Thursday, iHeartMedia President of Programmatic and Data Operations Brian Kaminsky said programmatic is not about squeezing out efficiencies, and "we don't make any pretension about changing the way radio is delivered or creating a one-to-one impression"

Rather, reports Ad Age, it's about creating a platform that enables a buyer to understand the media he or she is buying, moving away from the rating point and toward an "audience."

According to the company's research a consumer's "musical tribe" is "probably one of the best indicators of your purchase patterns." Millennial moms who listen to urban radio are big gamers, for example. Millennial moms who listen to country band Florida Georgia Line are value shoppers.

Kaminsky said iHeartMedia knows what consumers are listening to and knows a lot about them.

He also attempted to clear up misconceptions that non-driving East Coasters might have about radio audiences. The online and app listener isn't actually different from the listener in the car. "They're one and the same," he said, adding that iHeartMedia's growth has "been purely organic. We've done no marketing at all except broadcasting it over radio stations."

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