TRA Adds TV Campaign Recommendation Tool

In New York, media research company TRA has upgraded its Media TRAnalytics ad matching tool, to include a web-based solution which recommends TV campaigns based on the link between TV program audiences and the products and brands they actually buy.

TRA (True ROI Accountability for Media) maintains an anonymous TV database of 1.5 million households and an anonymous single source database of 370,000 households. From this data, Media TRAnalytics merges second-by-second measurement of TV tuning from set-top box data with verified offline purchasing behavior from shopper card data.

The firm says its new Optimizer module makes TRA the first media research company to provide a built-in recommendation feature for purchaser targeting. With 'scenario planning', it offers users the facility to optimize the impact of the media buy; and also recommends a media schedule and compares and quantifies differences to the original media buy.

CEO Mark Lieberman stated: 'Partnering with our clients in the development and release of the Media TRAnalytics Optimizer furthers TRA's commitment to create new forms of research and innovative products that improve advertising accountability and increase ROI on ad spending.'

Web site: www.traglobal.com .