• by Melynda Fuller , May 6, 2020

As some states begin to open up their economies and move toward a post-COVID-19 world, iHeartMedia is looking to help businesses reconnect with customers through a new suite of tools.

The mobile-centric suite, dubbed the SmartAudio COVID Recovery Program, includes three new products that help advertisers leverage iHeartMedia’s broadcast radio stations and digital platforms through data and scale.

Included in the program are SmartAudio COVID Community Recovery Index, SmartAudio Brand Loyalists and SmartAudio Unlimited. Through the suite, businesses can re-engage with loyal customers, while finding new ones via tailored advertising messages delivered based on local market data.

“The massive disruption created by the pandemic has caused brand loyalties to shift as consumers adapted to limited supplies and financial constraints — making them rethink what is essential,” stated Brian Kaminsky, president of revenue-data operations for iHeartMedia.

The suite’s SmartAudio COVID Community Recovery Index uses location-based mobility data to gauge the number of people located in recreation or shopping areas, or those headed to work, while providing a data-matching capability that re-engages a business’s most loyal customers.

The index uses iHeartMedia’s Smart Audio Dynamic Creative Optimization tool. Location-based marketing intelligence company PlaceIQ powers the index.

The SmartAudio Brand Loyalist product turns the focus to iHeart’s broadcast radio, using first- and third-party data and data science to find a business’ customers across its 850 radio stations. Customers can be targeted by day and daypart.

Businesses can further tap their target audiences across mobile devices, the internet and smart speakers through the SmartAudio Unlimited broadcast-to-digital extension. The tool helps brands retarget customers through multi-touch and sequential messages.

The extension allows brands to use audience data to create SmartAudio broadcast campaigns that can be applied to both broadcast radio and iHeartRadio’s streaming service, which includes digital music, podcast and live streaming. The tool also allows brands to use targeting across digital platforms like Facebook, Instagram and YouTube.

The new suite is available today.