{"id":5273,"date":"2025-01-16T23:00:00","date_gmt":"2025-01-16T14:00:00","guid":{"rendered":"https:\/\/www.intage.co.jp\/english\/?post_type=news&#038;p=5273"},"modified":"2025-04-24T15:28:27","modified_gmt":"2025-04-24T06:28:27","slug":"intage-launches-sales-impact-scope-which-uses-the-national-retail-panel-sri-to-measure-the-effectiveness-of-youtube-advertising-on-bricks-and-mortar-sales","status":"publish","type":"news","link":"https:\/\/www.intage.co.jp\/english\/news\/5273\/","title":{"rendered":"INTAGE launches Sales Impact Scope, which uses the national retail panel SRI+\u00ae to measure the effectiveness of YouTube advertising on bricks-and-mortar sales."},"content":{"rendered":"\n<p>INTAGE Inc. (HQ: Chiyoda-ku, Tokyo; President: Ayumi Higaki; hereafter INTAGE) has launched Sales Impact Scope, a service for measuring the effectiveness of YouTube ads on offline shop sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Sales Impact Scope?<\/h2>\n\n\n\n<p>This solution is a service for measuring the advertising impact of YouTube placements on retail sales. It combines the <a href=\"https:\/\/www.intage.co.jp\/english\/what-we-can-do\/service\/database\/sriplus\/\" target=\"_blank\" rel=\"noreferrer noopener\">SRI+<code><sup>\u00ae<\/sup><\/code><\/a> (nationwide retailer panel survey provided by INTAGE, based on the sales performance of up to 6,000 shops in Japan), with statistical method Causal Impact (published as open source by Google), to estimate the incremental lift in offline sales from online advertising. It provides a framework for more precise and reliable hypothesis\/effectiveness testing compared to conventional methods.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"1566\" height=\"791\" src=\"https:\/\/www.intage.co.jp\/english\/wp-content\/uploads\/2025\/01\/Sales_Impact_Scope.jpg\" alt=\"\" class=\"wp-image-5882\"\/><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Background<\/h2>\n\n\n\n<p>With the recent digitalisation of the Internet, internet advertising expenditure has increased year on year, increasing the importance of measuring online advertising effectiveness. Combined with the fact that many consumer goods still rely on retail sales, there is a strong need to visualise the impact of online advertising on offline sales. However, with the accelerating trend towards stronger privacy, including 3rd party cookie regulations, and stronger restrictions on the use of data linked to individuals, it has remained highly challenging to verify the effects of online initiatives on offline purchases. One solution to this problem is the Sales Impact Scope.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Data<\/strong><\/h2>\n\n\n\n<p>The solution is based on the SRI+ (nationwide retail shop panel survey), which is highly trusted by many consumer goods manufacturers and used as an industry standard for analysis. SRI+ boasts the largest number of sample designs and chain coverage of any retail shop panel in Japan<sup>*1<\/sup> and continuously collects daily sales information from approximately 6,000 shops nationwide, including supermarkets, convenience stores, home centres\/discount stores, drugstores and speciality shops. This data is used as shop sales data. The use of SRI+ data makes it possible to visualise the incremental lift from measures in line with practical KPIs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Analysis Method<\/strong><\/h2>\n\n\n\n<p>The solution uses Causal Impact, an open source statistical method published by Google, to estimate the effects of advertising measures<sup>*2<\/sup>. As a prerequisite, the data is divided into ad-placement and non-ad-placement areas so that the waveform of the sales data approaches homogeneity<sup>*3<\/sup>. The system then estimates the \u2018hypothetical sales without advertising\u2019 in the advertising areas based on sales trends in the non-advertising areas and calculates the difference with actual sales as an incremental lift. This enables a more precise measurement of advertising effectiveness than with other methods.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image alignwide size-full\"><img decoding=\"async\" width=\"1387\" height=\"607\" src=\"https:\/\/www.intage.co.jp\/english\/wp-content\/uploads\/2025\/01\/Analysis_Method.jpg\" alt=\"\" class=\"wp-image-5883\"\/><\/figure>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Future Prospects<\/strong><\/h2>\n\n\n\n<p>\u201cSales Impact Scope\u201d aims to expand to other online advertising and offline measures apart from YouTube in the future.<\/p>\n\n\n\n<p>In addition to this solution, INTAGE also offers numerous other solutions such as \u2018Brand Impact Scope\u2019 and \u2018Marketing Mix Modeling\u2019. We can support your business in evaluating your marketing initiatives and improving return on investments through the PDCA cycle by combining various of our solutions for a multifaceted analysis according to your analysis objective.<\/p>\n\n\n\n<p style=\"text-align: left\";><small>*1 As of December 2024.<br>\n*2 <a href=\"https:\/\/github.com\/google\/tfp-causalimpact\" target=\"_blank\" rel=\"noopener\">https:\/\/github.com\/google\/tfp-causalimpact<\/a><br>\n*3 SRI+ is provided in regular wide-area segmentation. Logic for division by delivery\/non-delivery area is created exclusively for this solution.<\/small><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"custom-corporate w-full border-[6px] border-paleGray rounded-[10px]\">\n\t<div class=\"pt-5 pb-6 px-4 lg:p-8 flex flex-col gap-4\">\n\t\t\t\t\t<p class=\"inline-block underline underline-offset-[0.2em] decoration-1 text-16 lg:text-20 leading-150 tracking-02 font-medium\">\n\t\t\t\tINTAGE Inc.\n\t\t\t<\/p>\n\t\t\t\t\t\t\t<p class=\"text-14 leading-170 tracking-02 blocks\">\n\t\t\t\tINTAGE Inc. was founded in 1960. Today, it operates as part of the INTAGE Group, which holds the No.1 position in marketing research and insights across Asia*. With a global network of offices in nine countries, we help clients succeed in both domestic and international markets by offering a wide range of marketing solutions that support businesses and organizations across industries.\r\nWith our business vision, \u201cCreate Consumer-centric Values,\u201d we work to support our clients through deep understanding of people\u2019s lives and advanced use of data \u2014ultimately contributing to the well-being of people and society at large.\r\n\r\n*Source: \u201cESOMAR\u2019s Global Top-50 Insights Companies 2024\u201d (based on Group consolidated sales)\n\t\t\t<\/p>\n\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\thref=\"https:\/\/www.intage.co.jp\/english\/\"\n\t\t\t\tclass=\"flex items-center underline-offset-[0.2em] !text-darkGray text-14 leading-170 tracking-02\"\n\t\t\t>\n\t\t\t\tINTAGE Inc.\n\t\t\t<\/a>\n\t\t\t<\/div>\n<\/div>\n","protected":false},"featured_media":0,"template":"","news_category":[3],"news_country":[9],"class_list":["post-5273","news","type-news","status-publish","hentry","news_category-press-release","news_country-japan"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>INTAGE launches Sales Impact Scope, which uses the national retail panel SRI+\u00ae to measure the effectiveness of YouTube advertising on bricks-and-mortar sales. | INTAGE Inc.<\/title>\n<meta name=\"description\" content=\"INTAGE Corporation (HQ: Chiyoda-ku, Tokyo; 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