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ACNielsen and Yahoo! today launch a service targeting packaged-goods marketers that tries to answer a longstanding question of many advertisers: Do online ads spur offline sales?
Called Yahoo! Consumer Direct Powered by ACNielsen, the service analyzes the shopping behavior of about 15,000 consumers from ACNielsen’s 61,000-plus Homescan panelists who use Yahoo!. (Homescan panelists agree to scan their purchases and share the data with ACNielsen. Consumer Direct matches the findings with participants’ Internet usage to track how much online ads affect offline buying.)
Kraft Foods, Purina, Pepsi and Unilever took part in the service’s beta program, which divided participants into two groups: one that was shown online ads on Yahoo! and a control group that was not.
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