Information Resources Inc. (IRI) has introduced a way for marketers to measure the effectiveness of their online advertising against offline sales. IRI, comScore, Dynamic Logic and [x+1] collaborated on this new platform, which will provide great benefits to the CPG, retail and healthcare industries who want to measure their online advertising campaigns.
Despite previous unsuccessful attempts (Yahoo! and Nielsen) with this type of technology in 2003, IRI believes its product (which does not have a name yet) will be able to provide marketers with the answers to the “how’s and why’s” of particular online or social media campaigns. The platform currently only works for campaigns with an impression threshold of 50 million, but the IRI consumer network panel is believed to reach 80,000 households by next year and will include services that offer users both pre and post campaign information.
For more about this new technology, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i7be089acf10901c776f72a1a14ea3fe8?pn=1