IRI to help Google measure offline product sales impact of YouTube ads

Earlier recently YouTube folded out new plug-ins and measurement capabilities for marketers. The ad extensions will allow a variety of new actions (e. gary the gadget guy., app downloads, booking, movie showtimes). There will also be new brand raise metrics, including offline sales raise.

Brand raise and offline sales data. IRI is one of the Google Dimension Partners that’ s supporting the particular company’ s new  brand lift metrics. Brand lift studies are typically study based. In this case they will show entrepreneurs the following types of information:

  • Positive response rate
  • Absolute brand lift
  • Headroom lift
  • Number of lifted users
  • Cost-per-lifted user
  • Manage positive response rate
  • Relative brand lift

Brand lift studies provide valuable information. Arguably more persuasive than self-reported attitudinal data could be the sales impact data that IRI will provide for YouTube ads.   IRI will supply e-commerce and in-store sales information to Google to exhibit if YouTube ads are having a real impact on sales (avoiding a last click on attribution problem is a separate discussion).

The IRI measurement abilities come from IRI’ s loyalty card-based “ vast point-of-sale, frequent buyer, causal and media exposure information. ”

Precisely why it matters. A year ago Google introduced that YouTube advertisements could be tied to store visitation plus sales. That was being done primarily through Google partnerships with credit card issuers, which provided anonymous, aggregated product sales data to Google. So the IRI lift measurement capabilities are not completely new.

Regardless, it’ s another important source of offline information that will help marketers better understand the real-life impact of their ads and which of them are truly performing.

About The Author

Greg Sterling is a Contributing Editor at Internet search engine Land. He writes a personal weblog, Screenwerk , about connecting the dots between digital media and real-life consumer behavior. He is also VP of Strategy and Insights for your Local Search Association. Follow your pet on Tweets or find your pet at Google+ .

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