IRI has announced the launch of IRI Lift for Facebook, which will enable consumer packaged goods (CPG) manufacturers and retailers to measure the offline sales impact of their advertising campaigns across Facebook and Instagram.
The new solution combines Facebook’s media exposure data with IRI’s point-of-sale, frequent shopper and causal data to provide “accurate, granular and household-level insights”.
IRI stated that advertisers will be able to maximize their Facebook advertising learning agenda; quantify the true return of various activation elements; and evaluate their campaign strategy, messaging, audiences and more to drive optimal performance.
“We are very excited to be launching this solution for advertisers on Facebook, one of the largest and most sophisticated digital advertising platforms in the market today,” said Nishat Mehta, Chief Product Officer and President of the IRI Media Center of Excellence.
“The addition of Facebook and Instagram measurement to our robust suite of Lift solutions makes IRI the industry’s most effective partner for capturing the in-store sales impact of online advertising impressions across all digital media and television partners. Now our clients can leverage our enhanced Lift suite and industry-leading shopper loyalty data assets to accurately and granularly measure returns on their total advertising spend, and make the informed, data-driven decisions they need to execute more productive campaigns and win in the market. And at the same time, consumers benefit from a more relevant ad experience.”
