CHICAGO & NEW YORK--(BUSINESS WIRE)--IRI®, the global leader in innovative insights, audience and measurement solutions and services for consumer, retail and media companies, and Limbik, the company building the first open data studio for short-form video, today announced a partnership that will further empower marketers and advertisers with data-driven recommendations to create more effective video advertising content. The partnership provides IRI customers an expanded and more holistic view of consumer viewing behavior and preferences.
“To meet growing expectations of savvy consumers, every aspect of marketing must be personalized and targeted,” said Nishat Mehta, president of IRI Media Center of Excellence. “Our new partnership with Limbik will help create the one-to-one video advertising that consumers are craving, so they have the most relevant digital interactive experience possible.”
As part of the IRI-Limbik partnership, the IRI ProScores® data set will be incorporated into Limbik’s data infrastructure. With viewing behavior and preferences for millions of people, combined with the definitive collection of attribute-level video insights, the addition of the IRI ProScores data set will provide Limbik clients with access to content recommendations and analysis based on consumers’ propensity to purchase specific brands, products and/or categories. Limbik clients will also have the ability to use IRI ProScores and Limbik Rating to build custom audiences.
“IRI has an unparalleled history of delivering the highest-quality insights, innovation and technology,” said Zach Schwitzky, CEO and co-founder at Limbik. “This collaboration with IRI marks an industry first offering and we are excited to place our capabilities at the fingertips of the world’s largest marketers to enhance their understanding of video consumption and capitalize on the correlation between attention to video and successful business objectives.”
IRI and Limbik’s newly integrated capabilities will now offer brands the ability to accurately measure the effectiveness of video advertising, optimize campaigns, build and validate new audience models, and identify the content-level attributes and characteristics that impact sales performance.
During the next several months, the partnership will further expand to include the integration of Limbik’s rich attribute-level video insights into the IRI Lift™ advertising measurement solution. This integration will provide advanced performance metrics based on Limbik Rating, Limbik’s proprietary video effectiveness score. Limbik’s robust data set will augment the industry-leading consumer, purchase data and media exposure data available from IRI and its expansive partner ecosystem to offer marketers exciting new solutions through customer segmentation and predictive analytics.
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About the IRI Partner Ecosystem:
IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders across multiple industries and sectors to create innovative joint solutions, services and access to capabilities to help its clients more effectively collaborate and compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such leading companies as 84.51°, Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Mastercard Advisors, MaxPoint, Pinterest, Oracle, Research Now, Simulmedia, SPINS, Survey Sampling International, Univision and others.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events – a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation – is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.IRIworldwide.com.
Limbik is the first open data studio for short-form video. With viewing behavior and preferences for millions of people, combined with the definitive collection of attribute-level video insights, Limbik has developed a set of technology-enabled processes to predict what content will be successful. Limbik uses artificial intelligence to provide brands, publishers, media companies and agencies with data-driven recommendations to create and distribute the most effective short-form video content. For more information, visit Limbik.com.