IRI has agreed on a deal with TikTok to deliver custom marketing and media mix effectiveness insights to retailers and manufacturers that advertise on the platform.
Through the partnership, IRI will incorporate TikTok’s aggregated advertising reports into its marketing effectiveness solution, IRI Marketing Mix. Optimised specifically for marketing mix models, the reports aim to help provide retail marketers with an accurate, comprehensive, granular and holistic view of their online and offline marketing efforts. It is claimed that this will enhance CPG brand advertisers’ ability to understand the effectiveness of their campaigns on the TikTok platform and help them budget, plan and optimise their marketing and media spend.
“It’s exciting to bring together one of the fastest-growing marketing and advertising platforms in TikTok and a measurement leader with IRI,” said Jennifer Pelino, executive vice president of Global Media Solutions at IRI. “The direct connection enables brands to better understand their marketing effectiveness and make the most out of their TikTok advertising spend.”
NAM Implications:
- A major step forward in helping suppliers & retailers measure the effectiveness of their overall marketing spend.
- How the different advertising channels compare…
- As this degree of measurement capability grows..
- …traditional Press & TV are bound to come under pressure from alternative media.
- (with Retail Media the biggie in the pipeline…)
