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John Suh, CEO, LegalZoom
Ryan Steelberg, President, Veritone One,
LegalZoom has been advertising on the radio for almost two decades, but the growth of music streaming services, podcasts and other digital audio channels has changed the game for the legal solutions platform. Tracking all of its audio spots and native mentions in a timely fashion became problematic, and the delay in analyzing data meant LegalZoom was not able to assess its advertising strategy in real time. To stay on top of tracking, the company turned to artificial intelligence (AI) platform Veritone One. John Suh, CEO at LegalZoom, and Ryan Steelberg, president at Veritone One, spoke with eMarketer’s Maria Minsker about how AI enabled LegalZoom to optimize its advertising efforts across digital audio channels.
eMarketer: What challenges were you dealing with before enlisting Veritone One?
John Suh: We spend a significant portion of our advertising budget on traditional and digital radio, which can be difficult and time-consuming to track and analyze. Before teaming up with Veritone, our marketing team had a delayed process for verifying when spots actually aired, but Veritone enabled us to gain real-time insights into our ads as well as monitor competitors’ ads in real time.
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