Legolas Media and SymphonyIRI Advise CPG Marketers on Moving the Online Advertising Needle for In-store Sales Lift

Share Article

Joint Presentation by Legolas Media President Ran Cohen and SymphonyIRI VP of New Media Sales Phil Ripperger at the SymphonyIRI 2013 Summit

Legolas Media

Jointly addressing senior CPG marketers at the SymphonyIRI 2013 Summit today, Legolas Media President Ran Cohen and SymphonyIRI Vice President of New Media and Sales Phil Ripperger shared best practices for achieving in-store sales lift with targeted large-scale online advertising campaigns. In today’s multi-media digital world, marketers are challenged with determining which messages, publishers and campaigns yield the highest ROI in online advertising.

“Traditionally, online advertising has been used primarily by marketers as a direct response solution,” explained Cohen. “As brands are now compelled to move ad dollars online, savvy marketers will harness the online channel as a powerful branding tool that can drive offline sales via scalable online targeting of relevant consumers on premium publishers’ websites.”

SymphonyIRI and Legolas Media have partnered to measure in-store sales lift resulting from multiple large-scale online campaigns by employing targeting strategies and optimizing and measuring the effectiveness of online rich media and banner campaigns. In the presentation, Cohen shared the results of the joint collaboration with a global tier one CPG client, in which a large-scale targeting campaign led to a 48 percent increase among brand buyers and a 23 percent increase among competitive buyers in dollars spent per household in-store.

The “How do Online Ads Impact Offline Sales” presentation was a part of a three-day broad-based industry share group event designed to help senior manufacturers and retailers generate growth in CPG.

About Legolas Media

Founded in 2009, Legolas Media is the leading provider of high-quality guaranteed programmatic inventory. Balancing between spot (RTB) and upfront media buying, agencies can leverage robust technology to drive superior results. Legolas offers full service media buying to self-service platform integration, delivering billions of high quality impressions to over 150 million unique users for the world’s largest digital advertisers. Legolas is based in New York City, with offices in Israel. For more information, please visit

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Eve Sheridan
Young & Associates
Email >