Google and IRI offer brands YouTube visibility

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Google and IRI offer brands YouTube visibility

By Mike Troy - 10/03/2018
An IRI and Google partnership is developed to ‘lift’ CPG sales.
Consumer packaged goods companies eager to measure the impact of YouTube advertising on offline sales now have a way to do so. Google, parent of the hugely popular YouTube network, and IRI, the global leader in innovative solutions and services for consumer, retail and media companies, announced plans to launch a new solution that will enable CPG advertisers to measure the impact of YouTube advertising on offline sales using a resource branded as IRI Lift. This upcoming solution deepens IRI’s ongoing relationship with Google, which was established through the Google Measurement Partners program.
 

Plans call for IRI to work with Google to provide CPG advertisers with accurate and granular understanding of a YouTube advertising campaign’s impact on offline and e-commerce sales lift based on by integrating with IRI's robust set of frequent shopper loyalty card data.

“We are thrilled to be deepening our relationship with Google and developing a solution that can measure the impact of YouTube advertising campaigns on offline sales,” said Nishat Mehta, president of the IRI Media Center of Excellence. “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.”

IRI Lift integrates IRI’s point-of-sale, frequent shopper, causal and media exposure data to help marketers to understand actual in-store sales lift impact of ad spend.

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