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Oscar Mayer And TRA Highlight Media Planning Results To Advertising Industry At Audience Measurement Conference
Jun 13, 2012 (05:06 PM EDT)
Purchaser Targets Produce Significantly Higher Return on Investment
NEW YORK, June 13, 2012 /PRNewswire/ -- Consumer brands that leverage consumer purchase behavior matched with television tuning to plan and purchase television media are likely to generate significantly higher return on investment, according to a presentation given today by Oscar Mayer and TRA Inc., a leading media marketing and analytics software company. The results of the joint study with Oscar Mayer were presented as part of the Advertising Research Foundation "Audience Measurement 7.0" conference that was held this week in New York.
Oscar Mayer has believed for a long time that planning their media using better consumer targeted information such as TRA's single source purchaser information would eliminate wasteful spending from their media buys. TRA provided Oscar Mayer the ability to link the most value consumers who drive their business with the television programs they watched. As a result, TRA was able to quantify the Oscar Mayer ROI improvement and identify enhanced efficiencies across both new and existing Oscar Mayer categories. Oscar Mayer shared with the industry that the opportunity to improve ROI exists when you try new approaches and drive them through every aspect of media planning and buying execution.
"As we worked with Oscar Mayer and their agency partners to leverage the TRA platform to bridge the gap between their consumer target and their media plans, Oscar Mayer was able to implement new media efficiencies that create a better return on investment," said Mark Lieberman, CEO and co-founder of TRA Inc. "It has become clear that the traditional methods of buying media are no longer sufficient."
Utilizing "Big Data" technology that analyzes TV advertising and consumer purchase data from millions of CPG, automotive and pharmaceutical transactions, as well as a growing number of client specific CRM databases, TRA's Media TRAnalytics® software platform is now being used by 45 major consumer brands, five agencies, as well as 25 major cable and broadcast networks.
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