IRI and Simulmedia to Offer Purchase-Based Targeting

Retail data giant IRI has announced a strategic alliance with 'performance television' company Simulmedia, allowing CPG marketers to target ads to consumers based on actual purchase behavior, using IRI's ProScores.

Most targeting systems currently make use of demographic data. ProScores is based on IRI's assessment of the propensity to purchase of 'all' 125m US households, across a large set of CPG categories, subcategories, brands and retailers. This will be integrated with Simulmedia's Performance TV platform, which gathers second-by-second device-viewing data from millions of households. Manufacturer The Clorox Company has signed on as the launch partner for the new initiative.

Tim Spengler, President and Chief Revenue Officer of Simulmedia, says the deal enables innovative marketers 'to easily align their digital and TV strategies and achieve powerful results'. Srishti Gupta (pictured), President of the IRI Media Center for Excellence, comments: 'Our new alliance allows CPG companies to specifically target households using robust granular consumer purchase data combined with TV viewing data. Marketers now have the ability to use consistent purchase-based segments not just for digital activation but also for television. This will drive greater efficiency and effectiveness for TV dollars, which continues to be a significant percentage of total advertising spend'.

Web sites: www.simulmedia.com/iri and www.iriworldwide.com .

IRI's existing partners include Adobe, comScore, Experian, GfK, Gigwalk, Ipsos, Millward Brown Digital, Oracle, PlaceIQ, Research Now, SPINS and SSI.