IRI and Vistar to Measure DOOH Impact on Sales

Consumer data giant IRI has partnered with Vistar Media, which provides programmatic technology for digital out-of-home (DOOH) advertising. The partners will deliver what they describe as a 'breakthrough offering' to measure the direct sales impact of exposure to DOOH ads.

The combined offering taps into Vistar's DOOH exposure data and IRI's Sales Lift solution, allowing advertisers to link exposure to in-store purchases. This has already been used by an over-the-counter brand to measure the impact of a national cold and flu DOOH campaign. According to IRI and Vistar, by reaching the client's ideal consumers across multiple DOOH screens over the course of a two-month campaign, the brand was able to increase its sales nationally by 10.3%.

Nishat Mehta, President of the IRI Media Center of Excellence, says the deal brings together IRI's Lift repository of verified purchase-based data with Vistar's data capabilities and network of more than 160,000 DOOH advertisement venues. Eugenie Chen, Director of Analytics at Vistar Media, adds: 'By partnering with IRI and their powerful Sales Lift measurement tool, we can now provide advertisers with invaluable insight into how ads seen by their target audience translate into purchases later on'.

Web sites: www.iriworldwide.com and www.vistarmedia.com .