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Information Resources, Inc. (IRI) and comScore have rolled out a solution that measures the effectiveness of online advertising campaigns in growing sales of CPG brands in the supermarket, drug store, mass merchandising, convenience store and other retail channels. The solution, which employs IRI’s Consumer Network household purchase panel to gauge retail sales in all channels, along with comScore’s ability to understand which panelists were exposed to online advertising, will be integrated into comScore’s AdEffx suite of products providing media planners with the tools to maximize the ROI from online ad campaigns.
“IRI’s history is rooted in the introduction of innovative services that deliver breakthrough value to the CPG industry, and once again we see that happening here,” noted Robert I. Tomei, president of consumer and shopper insights at Chicago-based IRI. “Today’s marketers must be more efficient and effective with their online campaigns, while at the same time be in a position to evaluate how online behavior drives offline sales. The powerful combination of comScore, the leader in Internet measurement, and IRI provides a comprehensive suite of media planning, buying and analysis services which will help provide the insights that the CPG industry needs as it explores the many and varied uses of online marketing.”
“This solution presents CPG advertisers with a comprehensive understanding of their brand sales gains that resulted from online ad exposures, whether those sales occur in supermarkets, drug stores, or other channels where their brands are purchased,” said Alistair Sutcliffe, VP at comScore, a Reston, Va.-based digital marketing intelligence provider. “The combination of IRI’s multi-channel purchase panel data with comScore’s industry-leading online data offers the critical components needed to accurately tie consumers’ purchase behavior back to their exposure to online media.”