IRI, comScore and Rentrak Expand Collaboration, Focus on True Cross-Media Exposure Solution Linked with IRI ProScores Model
23 April 2015 - 4:23AM
Business Wire
Media Planning, Targeting, Activation and Measurement Solutions
Generate Significant Revenue Gains and Efficiencies in Early
Deployments
Think about having one set of cross-media solutions for media
planning, targeting, activation and measurement. And what if those
solutions include the ability to link cross-media advertising to
actual shopping behavior? The expanded collaboration among IRI™,
comScore™ and Rentrak® is making this a reality today.
The solution suite unlocks new opportunities for growth by
building the first-ever cross-media exposure dataset across
ComScore and Rentrak. This will enable much higher quality insights
to core issues, such as ensuring marketing goals are aligned with
business objectives, media plans are targeting high-propensity
purchasers and are optimized based on real-time performance
diagnostics, and campaigns are activating impressions against the
most effective target audience.
“We have said a consumer buying revolution is underway,” says
Andrew Appel, president and chief executive officer, IRI. “IRI and
its partners are sparking a similar revolution in how manufacturers
and retailers identify, target, activate and measure shopper
marketing programs. These solutions are a win for everyone. They
create new opportunities for one-to-one cross-media relationships
with shoppers, reduce ad waste and marketing costs, and bring
consumers more relevant and impactful offers.”
In just one example of the solution suite’s potential, a leading
manufacturer wanted to improve the effectiveness and efficiency of
TV and digital ad spending. Another important goal included
improving shopper marketing planning and execution using consistent
definitions of high-value customers. IRI evaluated networks by
day-part for four of the company’s brands and then matched
high-value purchase models via IRI ProScores™ purchase propensity
models to Rentrak’s TV Essentials data with more than 230 networks
considered. This review provided insights for reallocation of the
brand’s more than 30 networks and uncovered new potential TV
opportunities. After this and additional work, the brand was able
to consolidate its media buys among the most-targeted,
best-performing networks. The campaign achieved an 8 percent
reduction in gross rating points (GRPs) and associated costs, while
holding purchase-based target rating points (TRPs) constant.
The foundation of the new solution suite is the IRI ProScores
model, which forecasts each consumer’s expected future spending on
a brand or category. The IRI ProScores model is infused with
comprehensive data that is integrated across multiple dimensions,
including IRI’s point-of-sale (POS) and panel data, comScore’s
digital ad exposure data, Rentrak’s TV viewership data, and, when
available, client data. There are currently more than 10,000 brands
and categories linked to each and every one of the hundreds of
millions of U.S. households. Ultimately, this means every ad run in
real time is then linked to every household, so that agencies can
optimize their plans and networks can leverage the insights for
selling advertising.
IRI is continuously partnering with an ever-expanding group of
data leaders representing a wide array of industries, enhancing its
data assets and increasing its industry-wide reach.
Additionally, IRI has added new Liquid Data™–based software
products to its cross-channel solutions. These include:
- IRI’s TV Planning™ and Digital
Planning™ solutions evaluate TV and digital campaigns to help
marketers move from reactive, post-campaign insights to
forward-thinking, planning and targeting strategies for their media
campaigns.
- IRI Cross-Channel Planning™ will be the
first platform to leverage cross-media exposures for planning
across TV and digital simultaneously.
- IRI Media Advantage™ arms manufacturers
and retailers with access to fully integrated TV and digital
advertising metrics linked with the thousands of traditional media
measured on market performance (sales and share) and in-store
causal (display, feature and price reduction), all within the same
system.
About Rentrak:
Rentrak (NASDAQ: RENT) is the entertainment and marketing
industries’ premier provider of worldwide consumer viewership
information, precisely measuring actual viewing behavior of movies
and TV everywhere. For more information on Rentrak,
please visit www.rentrak.com.
About comScore:
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital
measurement and analytics, delivering insights on web, mobile and
TV consumer behavior that enable clients to maximize the value of
their digital investments. For more information on comScore, please
visit www.comscore.com.
About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth
for clients requires deep, highly integrated partnering with a
variety of best-of-breed companies. As such, IRI works closely with
a broad range of industry leaders to create innovative joint
solutions, services and access to capabilities to help its clients
more effectively compete in their various markets and exceed their
growth objectives. IRI is committed to its partnership philosophy
and continues to actively enhance its ecosystem of partners through
alliances, joint ventures, acquisitions and affiliations. The IRI
Partner Ecosystem includes such companies as The Boston
Consulting Group,
comScore, Datalogix (an Oracle company),
Experian, GfK, Intage, Ipsos,
Kantar, MasterCard Advisors, MaxPoint,
Millward Brown Digital, Oracle Data Cloud,
Rentrak, SPINS, Univision and others.
About IRI:
IRI is a leader in delivering powerful market, consumer and
media exposure information, predictive analytics, and the foresight
that leads to action. We go beyond the data to ignite extraordinary
growth for our clients in the CPG, retail and over-the-counter
health care industries by pinpointing what matters and illuminating
how it can impact their businesses. Move your business forward
at www.iriworldwide.com.
IRI Contact:Shelley
HughesE-mail: Shelley.Hughes@IRIworldwide.comPhone: + 1
312.474.3675
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