IRI and Diameter Launch Comprehensive Multi-brand Study

IRI e. Ventures, a division of Information Resources Inc. and Diameter, a division of DoubleClick Inc. today announced that together they are undertaking a comprehensive multi-brand study to measure the correlation between consumers’ online exposure to brand advertising with actual offline purchases. Results from the study are expected to be available in the fourth quarter of this year.

Through this comprehensive study, conducted for four leading manufacturers of consumer packaged goods, and representing seven different consumer brands each valued at over $100 million, the Internet CPG Brand Advertising Effectiveness Study will set important precedents for the industry.

To fully understand how Internet brand advertising influences consumer attitudes and purchase behavior, the study focuses on three primary objectives. First, the research will test which advertising formats (banner, pop-ups and rich media ad units) influence short-term offline purchases, and what type of brand is most responsive to online advertising. Secondly, the study will determine the impact of frequency of online ad exposure on driving brand awareness, ad recall and purchase intent. Lastly, the results of the study will analyze whether a brand’s sensitivity to TV advertising is an indicator of Internet advertising responsiveness.

“This study will allow the advertising industry to finally answer the question: ‘Does online advertising drive offline sales?'” said Brian Murphy, vice president, IRI e. Ventures. “We have created a powerful measurement capability that moves beyond click-throughs and impressions and focuses more importantly on the branding and sales impact of online advertising. The results of this long awaited study will provide a unique and important perspective for the online advertising industry.”

This study utilizes a unique research methodology that leverages an Internet extension of IRI’s consumer panel. The participating consumers are members of an IRI panel that tracks purchase behavior and monitors Internet advertising exposure. This allows researchers to develop a comprehensive product purchase history on a household-by-household basis, and match Internet behavior and ad exposure to purchasing.

In accordance with sound research methodology, the online panel will be separated into independent test and control groups. Participating households will receive a range of online ads, including banner, pop-up, rich media and superstitials. Since participants are not aware that they are being served particular test ads online, their purchase behavior is natural, which greatly enhances the value of the study.

“The power of the IRI consumer panel is that it allows us to track actual consumer purchases following exposure to an online advertisement,” said Doug Knopper, vice president and general manager, Diameter. “We are providing marketers with a unique analysis in order to help them understand the effects of Internet brand advertising on the consumer.”