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BizReport : Ecommerce archives : December 23, 2009

comScore's new metric measures retail impact

Do you ever wonder if ecommerce ads are truly engaging consumers? A new metric from comScore could help by measuring the impact of online ads on actual sales. The new tool can be used by consumer packaged goods (CPG) brands across retail channels. It will be integrated with the new AdEffx platform.

by Kristina Knight

comscore.gifThe new offering is a part of a partnership with Information Resources, Inc.

"This solution presents CPG advertisers with a comprehensive understanding of their brand sales gains that resulted from online ad exposures, whether those sales occur in supermarkets, drug stores, or other channels where their brands are purchased," said Alistair Sutcliffe, comScore vice president. "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."

The platform works by "> measuring retail sales channels and comparing those sales to online ad campaigns, giving marketers greater insight into what is or is not working in newly launched campaigns. The information can also be used in the planning stages of future campaigns by using past measurements to improve campaigns prior to launch.

Robert I. Tomei, President of Consumer and Shopper Insights, IRI said, "Today's marketers must be more efficient and effective with their online campaigns while at the same time, be in a position to evaluate how online behavior drives offline sales. The powerful combination of comScore, the leader in Internet measurement, and IRI provides a comprehensive suite of media planning, buying and analysis services which will help provide the insights that the CPG industry needs as it explores the many and varied uses of online marketing."

Marketers who can quantify how many sales resulted from a specific ad or an overall campaign have an advantage over those who do not. The sales to advertisement ratio is a clear indicator that ad formats, ad messages and ad's call to action are engaging the consumer base and causing specific actions to be taken.

Tags: comScore, CPG brands, CPG marketing, ecommerce, IRI, online advertising, retail spending

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