If you could see, in near real-time, how well an ad campaign was driving sales, you might be able to recalibrate it in “mid-flight”.<\/p>\n

That is what IRI, a consumer-packaged-goods (CPG) purchase data provider, is helping ad-tech companies and their ad buyers do.<\/p>\n

In this video interview with Beet.TV, Jennifer Pelino, EVP of omni-channel media at IRI, explains how it works – and how an IRI partnership with ad-tech firm LoopMe helped a beverage brand hit big results.<\/p>\n

The source of sales data<\/h2>\n

Founded to capitalise on the advent of point-of-sale (POS) terminal scanners, IRI grew to ingest purchase data from consumer-packaged-goods retailers across the US.<\/p>\n

“Because of the data set, the loyalty card data, the scale that we have, which is the largest of this kind in the world, we’re able to understand what a consumer purchased off of habitual products, like a beverage, or a toothpaste, or fruit roll-ups, whatever you may think of,” Pelino says.<\/p>\n

“We send that information on a weekly basis to LoopMe, in this particular case, in a data-compliant way that allows them to use that information and their technology from an AI perspective to help inform which consumers should get their advertisements.”<\/p>\n

Pelion says that allows users to ascertain, for example, whether they should find lookalike audiences of consumers who recently bought a particular product.<\/p>\n

Outcomes and speed<\/h2>\n

It is one more example of two trends that are becoming more commonplace in advertising:<\/p>\n

\n
1. Closing the loop with actual purchase data, to help ad buyers figure out outcomes and true campaign effectiveness, rather than traditional proxies.<\/li>\n
2. Speeding-up the provision of such data, so that campaign changes can be made before the campaign has even ended, in pursuit of better results.<\/li>\n<\/ol>\n

   That is what IRI’s data has enabled for a beverage company, which Pelino did not name, together with LoopMe.<\/p>\n

   Thirsty for results<\/h2>\n

   “They were able to understand the in-store sales performance by the tactic, and then use that for their own AI technology advances to enable that corporate conversion and data into those in-flight decisions, helping them to make better outcomes,” Pelino says.<\/p>\n

   “What we found was that, when we delivered the mobile in-app and web inventory across display, rich media, mobile (and) video – using this very tactic of what we call IRI’s ‘campaign conversion fee’ – we were able to see extraordinary results.<\/p>\n

   “We saw increased dollar-per-household sales lift by 40% and an increase in the delivered return on advertisement of $1.28, which is pretty incredible during that timeframe when we see that the category average benchmark is about 12%.<\/p>\n

   “We increased that benchmark by 12% versus the overall carbonated beverage category sales lift. So, (they are) really incredible results because we’re able to optimise on sales versus vanity metrics.”<\/p>\n

   Want to replicate that success? IRI’s Pelino says having and smartly leveraging first-party customer data is crucial for brands.<\/p>\n

   You are watching \u201cOutcomes-Based Advertising: Connecting Ad Exposure to Business Results,\u201d a Beet.TV leadership video series presented by LoopMe. For more videos,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

   If you could see, in near real-time, how well an ad campaign was driving sales, you might be able to recalibrate it in “mid-flight”. That is what IRI, a consumer-packaged-goods (CPG) purchase data provider, is helping ad-tech companies and their ad buyers do. In this video interview with Beet.TV, Jennifer Pelino, EVP of omni-channel media […]<\/p>\n","protected":false},"author":15,"featured_media":75279,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8587],"tags":[7094,8876],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75266"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75266"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75266\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75279"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}