NEW YORK–(BUSINESS WIRE)–TRA Inc., which provides the advertising industry’s most comprehensive resource for media planning and ROI analytics for television advertising investments, is sharing daily stories detailing the impact of TV campaigns on actual consumer purchase behavior. The Company is releasing these “The Right Audience™” insights through its blog, DailyTRA (www.traglobal.com/blog), which will offer daily, previously unavailable, examples of how reaching the right audience can drive advertiser ROI while increasing network sales. Readers can receive updates through www.traglobal.com/blog, Twitter, LinkedIn, Email, RSS feeds, and www.mediaBizBloggers.com.
“The ad industry sees great opportunity in what TRA offers. Daily insights from Media TRAnalytics® demonstrate how consumer purchase behavior can inject improved accountability into the TV media buying and selling equation.”
TRA’s robust, patented Media TRAnalytics® software enables advertisers, agencies and media to measure the impact on sales of television advertising in order to optimize the effectiveness of their ad campaigns. By matching television program audiences with the products and brands these audiences actually buy, TRA is uniquely positioned to help improve advertising accountability and return on media investment. TRA is the only company that can provide the value of that critical intersection.
“While ratings will continue to be important in valuing audience size, the real value is in knowing what networks, dayparts and programs your actual buyers are watching,” said Mark Lieberman, Chairman and CEO of TRA. “The goal of the DailyTRAs is to share specific examples that enable the industry to understand that it can now reallocate media placement using actual consumer purchase data to plan, buy and sell media. We are sharing DailyTRA as a service to the industry, but the real power and deep insights will come to clients of our Media TRAnalytics® software solution.”
Jack Myers, TRA Advisory Board member, media economist and chairman of Media Advisory Group said, “The ad industry sees great opportunity in what TRA offers. Daily insights from Media TRAnalytics® demonstrate how consumer purchase behavior can inject improved accountability into the TV media buying and selling equation.”
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In a recent DailyTRA post, the Company showed the top 10 cable program ranking, using published ratings, and then applied consumer purchase behavior indices to identify which of those top programs were best in reaching the right audience in the cereal category. By modifying the original allocations of cereal advertisers, TRA’s plan can yield a 25% improvement in the target rating points (TRPs) and reduce cost by 14%.
In a similar post, TRA connected the top 10 rated broadcast programs with their buyer index based on actual purchase behavior. The TRA data established that the sixth-rated program offers an audience that is comprised of 35% more cereal buyers than the average program and more than the top 5 programs. This perspective gives brands ‘food for thought’ when it comes to thinking about ways to reallocate and maximize their television spend.
Read more here. (http://www.traglobal.com/blog/index.php/2010/10/cereal-buyers-not-eating-up-top-rated-broadcast-programs/)
About TRA
TRA, Inc. (www.traglobal.com) is a media measurement and analytics software company whose products help advertisers, agencies and television networks improve advertising accountability and return on media investment. TRA’s Media TRAnalytics® is a web-based platform that matches the advertising households actually receive with the products the same households actually buy, enabling TRA’s clients to find “The Right Audience™” while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA’s investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK’s 2009 ‘Vision Award’ for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA was recently issued U.S Patent No. 7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources.”
