comScore announces new solution for online ad campaigns
22 Dec 2009
Digital measure comScore has announced a new solution, in conjunction with Information Resources, Inc. (IRI), that measures the effectiveness of online advertising campaigns in building sales of consumer packaged goods (CPG) brands in supermarkets, drug stores, mass merchants, convenience stores and other retail channels that are important to the CPG industry.
The solution uses IRI's consumer network household purchase panel to measure retail sales in all channels along with comScore's ability to understand, which panelists were exposed to online advertising.
The solution will be integrated into comScore's AdEffx suite of products that provides media planners with all the tools they need to maximize the ROI from their online ad campaigns, ranging from data for improved planning through to tools for smarter buying and finally the channel-wide measurement of campaign ROI that are the focus of this new service.
"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, comScore VP.
"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."
"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," said Robert (Bob) I. Tomei, president of Consumer and Shopper Insights, 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."
