iHeartMedia has named Hetal Patel executive vice president of SmartAudio Intelligence Insights, the radio giant’s team dedicated to consumer insights, market intelligence and tracking industry trends.
Patel was most recently head of sales research & insights for Vox Media. Before that, she spent four years as a key member of iHeartMedia’s research team, moving up the ranks to become vp of research, insights & analytics. In her new role, she’ll report to Brian Kaminsky, president of theSmartAudio and Analytics Group.
SmartAudio allows brands to use broadcast radio ads to dynamically serve relevant messages timed to real-time triggers, such as weather, sports scores, or big swings in mortgage rates or the stock market. In her new role, Patel will create research and insights for iHeart teams, as well as work closely with the company’s partners to develop techniques and products harnessing AI, machine learning and more.
In November, iHeartMedia acquired cloud-based radio technology firm Jelli, which already powered its SoundPoint platform for programmatic and automated ad buying. The SoundPoint platform allows advertisers and agencies to leverage iHeartMedia’s large stable of broadcast stations through both its radio and digital orgs, delivering digital compatible analytics.
“With our groundbreaking tools like SmartAudio and SoundPoint, and our recent acquisition of Jelli, iHeartMedia products and new capabilities are transforming how advertisers reach their core audiences,” said Kaminsky. “We’re thrilled that someone with Hetal’s extensive research background and intimate knowledge of iHeartMedia will be playing such a key role in developing our next generation of data driven advertising, attribution and ad effectiveness products.”
Added Patel, “It really is the golden period of audio. I am thrilled to be returning to iHeartMedia where data and consumer are genuinely front and center, which means working on truly disruptive and future ready research initiatives designed to address the client and marketplace needs. It’s truly humbling and an honor to be a story teller and voice for iHeartMedia.”