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.

About TRA, Inc.
TRA, Inc. ( is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TRA's web-based Media TRAnalytics® platform matches the TV 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. Licensed users of the Media TRAnalytics® platform include 4 of the top 10 advertisers, 45 of the top 100 brands, as well as the top agencies and networks. TRA's investors include Intel Capital, Kodiak Venture Partners and Arbitron. 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 owns U.S. Patent No. 7,729,940, entitled "Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources"; U.S. Patent No. 8,000,993, U.S. Patent No. 8,060,398 and U.S. Patent No. 8,112,301, all entitled "Using Consumer Purchase Behavior for Television Targeting."

For more information, please contact:
Meghan Newton or Bennett Kleinberg
Goodman Media International for TRA, Inc.
(212) 576-2700