IRI, comScore and Rentrak Expand Collaboration, Focus on True Cross-Media Exposure Solution Linked with IRI ProScores Model

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.