Joint agreement integrates TRA’s Purchaser Rating Points™ in media buying process workflow
CHICAGO & NEW YORK – MediaBank, the preferred operating system for advertising agencies, and TRA Inc., an innovative media measurement and analytics software company, announced a partnership that will integrate TRA’s Purchaser Rating Points™ (PRPs) directly into MediaBank’s workflow platform. Agency buyers using MediaBank will be able to improve the return on television advertising for their clients by being able to seamlessly act on TRA’s Purchaser Rating Points™ that identify the right audience based on actual purchase behavior for consumer goods, pharmaceuticals, automotive and custom client databases.
MediaBank clients will leverage TRA’s patented Media TRAnalytics® system – which matches second-by-second measurement of TV tuning from set-top box data with actual purchase behavior – to plan, optimize, execute and evaluate media buys to each brand’s unique ROI-driving segment. By letting MediaBank clients target media buys to households proven to be most sales-responsive to the brand’s advertising, advertisers will be able to see the increased ROI of their targeted TV spend.
Additionally, within the MediaBank Marketplaces division, TRA’s Media TRAnalytics® will help power audience intelligence through Adbuyer, the demand side platform MediaBank acquired in April, which will become MediaBank’s core audience buying product. This will enable the buying of The Right Audience™ of purchasers directly through MediaBank technology.
“Putting the power of TRA data and technology at our clients’ fingertips will open new opportunities for their targeted media planning and buying capabilities,” said John Bauschard, President, MediaBank Marketplaces.
MediaBank CEO Bill Wise added: “We’re particularly excited about the use of TRA PRPs to capture ‘swing purchaser’ households—households that spend heavily in a category, but spend less than 25% of their category dollars on a specific brand—and are likely to be swayed by the ‘gentle reminder’ of a targeted ad.” TRA analysis finds that delivering ads specifically to swing purchasers typically results in a 10% sales lift for the brand, with sales lift that can reach as high as 50%.
“MediaBank places remarkably innovative planning and audience buying tools in the hands of some of the world’s most powerful advertisers and their agencies. To work with an up-and-coming company in the media space that shares TRA’s same innovative approach is a powerful partnership,” said Mark Lieberman, Chairman and CEO of TRA. “We’re thrilled to embark on a shared journey of bringing highly intelligent audience-buying data to that community of media’s most forward-thinking organizations. This partnership ensures that brands can gain the ROI benefits of TRA while also streamlining the process for agencies.”
About TRA, Inc.
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. Licensed users of Media TRAnalytics® include 4 of the top 10 advertisers, 40 of the top 100 brands, and 8 of the top 12 agencies and networks that represent $10 billion in advertising billings. 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 owns U.S Patent No. 7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources.”
About MediaBank
MediaBank, the operating system for the advertising industry, provides workflow systems, analytics platforms, and agency financial tools that deliver unprecedented levels of cross-media intelligence and efficiency for media planners, buyers, and vendors, at all levels of the market. To learn why MediaBank gains the trust of some of the leading names in media buying today, visit www.MBXG.com now.
