Millward Brown‘s Dynamic Logic unit partnered with Information Resources Inc. to launch a measurement platform this week that seeks to tie offline purchasing behavior to online advertising and marketing efforts.
Called AdIndex Connects with IRI, the platform lets consumer packaged goods companies see how online ad campaigns impact consumer perceptions of a brand, as well as whether Web-based efforts drive sales.
“I think that CPG companies are in a special situation where they are not doing a lot of e-commerce, so they don’t have the digital connect-the-dots to see if this is working online, and so we have to connect the dots for them from online to offline,” said Ken Mallon, SVP of custom solutions at Dynamic Logic.
Mallon declined to name the Dynamic Logic clients that are using the platform.
“I think the unique issue is that they have hesitated to migrate into digital media and have been using social media and digital campaigns relatively slowly, compared to other industries,” said Robert Tomei, president of consumer and shopper insights at IRI, about CPG brands. “And I think the challenge is having something that will provide them with an end-to-end solution that shows who they are communicating with across the Internet.”
Research from GroupM, the parent company of WPP media agencies Mediaedge:cia and MindShare, predicted in September that Internet advertising will reach $64.7 billion next year, accounting for about 15% of global measured advertising spending. In the US, digital advertising will account for 17% of total spending next year, compared to 15.4% this year and 13.9% in 2008, according to the report.