MediaPost writes CLIENTS OF GOOGLE'S AUDIO AD service are getting a new set of analytic tools to measure the impact of their audio advertising, using the online back-channel. The new audio component of Google Analytics allows them to overlay details of radio advertising, including timing and placement, on their Web site traffic reports. Google says this will measure the success of ads in driving traffic to advertisers' Web sites.
The new audio analytics are part of a suite of cross-channel measurement tools that Google is offering, principally by augmenting its advertiser "dashboard." In addition to the audio component, the new measures include a tool that allows publishers to compare their performance with other Web sites.
