NEW YORK: The MediaVest network has teamed up with US researcher TRA to provide a media and marketing service that matches viewing data from television digital set-top boxes with purchasing behavior provided by frequent shopper cards.
TRA claims it brings precise measurement of advertising effectiveness by matching the commercials consumers receive with the products those same people actually buy.
In addition, it says marketers now have a way to find out precisely what they are receiving for their adspend, and can shift to better-producing media to lift ROI.
TRA's service is currently based on a panel of 300,000 households in southern California and frequent shopper cards for seven grocery store chains. It expects to expand the panel to one million households by the end of the year.
Says the company's chairman/ceo Mark Lieberman: "Advertisers advertise to sell products, and for 50 years TV has been bought on sex and age demographics. What we are saying is, 'Why not buy based on purchases?'"
Adds Jen Soch, MediaVest director of advanced TV: "TRA's marriage of set-top box viewer data with the deepest level of demographics, psychographics and behavioral purchase data lets us clearly see whether TV advertising drove sales and gives our clients the level of ROI they deserve."
Data sourced from AdAge.com; additional content by WARC staff