TRA Links with Media Trust to Expand Analytics Offer

In New York, media measurement firm TRA has signed an agreement to license technology from marketing ROI specialist Media Trust, in order to enhance its Media TRAnalytics system, which matches household TV consumption and purchase data.

Media Trust's team previously worked on the now-shelved Nielsen and Arbitron joint venture Project Apollo, which was designed to provide single-source data linking shopping / purchasing behaviour with consumer exposure to ads through multiple media.

The tools will be added to TRA's patented Media TRAnalytics solution, which matches TV data from 1.5 million households with purchase data from 54 million households.

Through the use of these tools, TRA has developed Media Impact™ and Brand Family™, services which enable clients to understand which TV programs provide the greatest ROI lift by product category, and how ads impact each brand. Media Impact offers a response metric, quantifying the sales lift potential of the media environment (program, network and day part), on top of the sales lift generated by the creative, within each product category; while Brand Family helps advertisers understand the relationships between the various campaigns within a parent brand.

TRA Chairman and CEO Mark Lieberman says the new ROI features are an example of his firm's commitment to continue offering clients 'cutting edge intellectual property'.

Web sites: www.traglobal.com and www.mediatrustllc.com .