comScore and IRI to Measure CPG Ad Impact

Online measurement firm comScore and retail market intelligence giant IRI (Information Resources, Inc) have launched a new solution to measure the effect of online ad campaigns on sales of consumer packaged goods (CPG).

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 panellists were exposed to online advertising.

It will be integrated into comScore's recently launched AdEffx suite of products, which provides media planners with tools to maximize ROI from their online ad campaigns - ranging from data for improved planning through to tools for channel-wide measurement of campaign ROI.

comScore VP Alistair Sutcliffe says that the solution provides CPG advertisers with a 'comprehensive understanding' of their brand sales gains that resulted from online ad exposure - whether the sales occurred in supermarkets, drug stores, mass merchants, convenience stores or other retail channels.

'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,' adds Bob Tomei, IRI's President of Consumer and Shopper Insights. 'The combination of comScore 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.'

Web sites: www.comscore.com and www.infores.com .