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.