Today VideoEgg, the ad network that thinks they can make you more receptive to ads, is announcing VideoEgg ROI. The new offering is the product of a partnership with comScore that aims to answer the age old question: What is the correlation between online advertising and offline purchase behavior?
VideoEgg's new offering uses comScore's AdEffx ad measurement platform to provide consumer packaged goods (CPG) advertisers additional insight into their online video and rich media advertising. Apparently, the company thinks they've mastered the online advertising formula and can help their clients connect the dots between online ad exposures and offline retail purchases.
Using VideoEgg ROI, CPG brands should be able to spot uplifts (or downticks) in retail sales by delving into consumer responses to ad units. Data around online ad engagement is matched against data from comScore third-party panel data to make the promised correlations. Ideally, clients will even be able to use the platform to identify the catalyst for spikes in sales.
The approach has merit, but whether or not it's accurate remains to be seen. We do, however, admire both companies for attempting to further close the gap between online advertising and offline purchases.