CPG Advertisers See Offline Effects Through comScore

Written on
Dec 22, 2009 
Gavin Dunaway  |

shoppingcart.jpgADOTAS – Bridging the gap between online campaigns and offline purchasing has been an obstacle for many retailers, but especially makers of consumer packaged goods (CPG).

comScore has already given many advertisers a boost in overcoming that challenge through its recently introduced AdEffx platform, and now through partnering with Information Resources Inc. (IRI), the company has added a feature that will an analytics asset for CPG advertisers.

Combining data from IRI’s Consumer Network household purchase panel with comScore’s ad-exposure analysis, the adjunct solution to AdEffx will measure the effectiveness of online advertising in retail sales of CPG brands in supermarkets, drug stores and other relevant markets, broken down by channel.

“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,” said Alistair Sutcliffe, comScore vice president.

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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