Media Measurement

Media Measurement: Dynamic Campaign Measurement Leads to Outsized Sales Uplift

With the explosion of new media and rapidly evolving shopping behaviors, trying to quickly and accurately connect advertising exposures to sales has become even more complex. Traditional ad measurement techniques continue to focus more on what advertisers buy rather than what consumers buy. Current techniques are also siloed and complex, and take too much time to complete, making it difficult for advertisers to improve campaigns in flight.

Marketers need to know which campaign elements are most effectively activating their target audiences and be able to tie media exposure to purchase behavior. They also need real-time insights in order to make adjustments as campaigns happen and improve overall performance.

Click here to read IRI’s latest report on how to link campaigns to sales lift and better optimize media spend allocation to improve return on advertising spend by up to 70 percent.

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