Local Radio Support signs its first agency partnership

Local Radio Support has entered its first agency partnership with Manning Gottlieb OMD.

IRIS (Independent Radio Income Streams technology) is Local Radio Support’s Audience Impacts Measurement System (AIMS), which tracks when an ad is broadcast, producing real time online impacts, and additional impacts on transmissions such as DAB and FM.

Manning Gottlieb OMD’s division, Omnigov, is the Government’s sole supplier for media buying.

LRS partners at The Local Media Network and the Community Media Association have been working with MG OMD to bring some of the Government’s significant media spend to the fast-growing network of independent radio stations.

John Dash, CEO of Local Media Network says: “Thanks to LRS, we can now provide true accountability with proof of broadcast and impact delivery that simply wasn’t available to these stations before.”

Jon Whalley, Investment Director, Audio Visual, Manning Gottlieb OMD adds: “IRIS is doing a great job delivering messaging for us, on behalf of the UK Government, utilising the fast growing network of lean-forward independent local radio stations with trusted local voices.

“AIMS ensures the right ads are played on the right stations at the right time and gives us the accountability we’ve not received from these stations before.”

LRS says it is now talking to other top media buyers to offer this growing network of stations as an additional advertising route for major brands.