Retail data firm IRI is stepping up its partnership with Google, announcing a new solution to measure the impact of YouTube advertising on off-line sales using IRI Lift.
The company, recently chosen as a Google Measurement Partner, will work with the search giant and Android provider to offer CPG advertisers 'accurate and granular understanding' of the sales lift created by ad campaigns on the latter's YouTube platform - making use of IRI's Lift product. This integrates frequent shopper program loyalty card data, massive POS databases and media consumption info, to understand the effect of specific ads on actual in-store sales.
IRI's own Partner Ecosystem includes companies ranging from Adobe, Oracle and Pinterest, through Omnicom and the Boston Consulting Group to Ipsos, GfK, Research Now SSI and comScore.
Nishat Mehta (pictured), President of the IRI Media Center of Excellence, comments: 'At IRI, we are committed to helping marketers drive growth, and we look forward to doing so in partnership with Google, a platform used by so many marketers to better communicate with their consumers'.
Web site: www.iriworldwide.com/en-us/solutions/lift .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.