ComScore launches bricks-and-mortar measurement service with IRI

Online analytics giant ComScore has launched a service with Information Resources Inc. (IRI) that measures the effectiveness of online ad campaigns on bricks-and-mortal retail CPG sales. IRI's Consumer Network platform measures retail sales, while ComScore tracks which of those consumers who bought a particular product were exposed to a certain ad campaign online.

The solution will be integrated into ComScore's AdEffx suite of products, which gives media planners analytics and data to improve media spend and track campaign ROI with post-buy campaign delivery reports.

“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 VP, in a statement.

The service can be used by brand marketers, ad networks and agencies.

A call to IRI for comment was not returned by press time.