The Single Source XXL Ad4Sales Panel Expands Further: Providing Unmatched Insights into Advertising Effectiveness

MarketingScan, Orange Advertising, SFR, and Coopérative U announce a significant evolution of their Ad4Sales solution, once again advancing the limits of advertising effectiveness measurement.
The Single Source XXL panel has grown from 220,000 to 350,000 representative households, with nearly 300,000 eligible for addressable TV, enabling unparalleled analysis of advertising campaign impact.
This innovative solution connects TV exposure data from opt-in Orange et SFR subscribers with actual purchase data from Coopérative U, all in strict compliance with European data protection regulations.
In concrete terms, Ad4Sales creates a direct link for each household between being exposed to an advertising campaign and purchasing (or not purchasing) the brand in stores in the weeks following exposure. The data collection is passive, deterministic, and free from any declarative or probabilistic processes
With an expanded panel, MarketingScan further extends the possibilities for measuring sales incrementality, customer acquisition, and shopping basket impacts. Ad4Sales can precisely assess advertising impact by product reference, week, region, with or without promotions. The solution also optimizes media planning by analyzing target impacts, exposure levels, dayparts, and TV consumption behaviors.
Campaign effectiveness diagnostics are delivered quickly, immediately after the campaign, eliminating the wait for factual data to aid decision-making.

A Proven Solution, Now More Powerful

Launched two years ago, the Ad4Sales approach has already been adopted by many advertisers and media companies, confirming its value in measuring advertising effectiveness.
Ad4Sales has received the CESP‘s “Visa Efficacité” and has been integrated into the Union des Marques‘ framework.
Its application has addressed a wide range of needs:

  • Analyzing halo effects on campaigns for low-penetration brands
  • Optimizing media plans
  • Measuring ad impact on specific targets or creative content

Ad4Sales also broke new ground by measuring the effectiveness of addressable TV campaigns on FMCG sales and hybrid retail media campaigns combining digital TV and in-store activation.
With a strengthened representative panel, Ad4Sales continues to provide advertisers with precise data and actionable insights, enabling real-time campaign optimization.

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Toward Objective and Even More Effective Incrementality Measurement

As an independent trusted third party, MarketingScan has developed this unique system to push the boundaries of advertising effectiveness measurement and significantly deepen current possibilities. With this new Single Source Ad4Sales expansion, new measurement opportunities emerge, evaluating campaign performance for linear and/or addressable TV, replay, as well as TV linked to digital or out-of-home advertising (OOH, DOOH).
In 2025, MarketingScan is solidifying its leadership in the market, offering a benchmark solution for all media players seeking to optimize advertising effectiveness.

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Want to find out more about Ad4Sales?

Contact Fabien Vital at the following address
fabienvital@marketingscan.fr