Digital Planning

IRI’s planning process and its propensity-to-purchase solution, IRI ProScores®, allowed the client to receive between 10 and 20 percent in identified marketing gains.



A frozen food manufacturer wanted to optimize its digital placement allocation to publishers and sites that would improve reach and frequency in order to drive sales and return on advertising spend for its brands.


IRI ProScores category buyers were overlaid with comScore Media Metrix across 50 brands among dozens of advertisers. The assessment found that:

  • On sites where audiences lingered longer, a video component was added.
  • On sites where there was high frequency but low time spent, brands allocated a higher number of impressions per site.

IRI helped the client readjust allocation for each of its brands by publisher and site to increase ad effectiveness based on audience purchasing behavior.


The manufacturer achieved 10 to 20 percent in identified marketing gains.

Overall, with IRI Digital Planning, brands achieve an average 23 percent increase in advertising effectiveness.

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