NEW YORK--(BUSINESS WIRE)--TRA, Inc., which provides the industry’s premium solution for increasing the accountability of television advertising, announced today the newest version of its patented business intelligence software solution, Media TRAnalytics® 3.0. The enhanced solution highlights StoryFinder™, an innovative feature that allows clients to quickly find and act on “stories” of which products and categories have the highest purchaser ratings in networks, local stations and programs.
“We are pleased to announce StoryFinder™ as the next step in the evolution of Media TRAnalytics®”
With Media TRAnalytics® 3.0 and StoryFinder™, each segment of TRA’s client base will benefit in varied, but deeply useful ways. With a few simple clicks, advertisers and agencies will be able to instantly develop strategic lists of the media outlets that attract their core audiences, as well as those that attract competitors’ best prospects. Similarly, networks and stations will be able to immediately define which purchaser targets their network or station delivers most effectively, as well as the targets best delivered by competitors. StoryFinder™ allows users to quickly and effectively gain new, actionable insights to improve sales.
David Poltrack, Chief Research Officer and President of CBS Vision explained, “CBS has a long and successful history working with TRA to help us demonstrate to marketers the importance of advertising in the marketing plan and television as the centerpiece of the media plan. Now, with Media TRAnalytics® 3.0 and StoryFinder™, we’ll be able to position our product even more competitively, with deeper insights that will tell us exactly what kind of consumers our audiences are comprised of. For instance, one of the stories TRA has found for us is that ‘The Good Wife’ is highly rated among owners of high-end auto models. This type of actionable data is helping the TV industry shift from Demographic Rating Points to Purchaser Rating Points, and marketers can now make TV advertising investments that directly target viewers’ buying behaviors. To be able to step back and assess our media environment like this is going to be of great value to CBS.”
“We are pleased to announce StoryFinder™ as the next step in the evolution of Media TRAnalytics®,” said Mark Lieberman, Chairman and CEO of TRA. “With each enhancement we make to our service, we enable buyers and sellers to make smarter advertising decisions so that they can drive sales. TRA has helped the industry come a long way, and our clients are taking action and seeing positive results. In the two years since its launch we’ve released 10 updates to Media TRAnalytics® and now, with version 3.0, we continue to pioneer ground-breaking and innovative technologies to further our value to clients.”
Media TRAnalytics® is a web-based business intelligence software solution that matches second-by-second TV tuning data from set-top boxes in 1.7 million households with 57 million households of CPG purchasing data to create the industry’s largest such single-source database of 370,000 households. TRA also offers solutions in the categories of Pharmaceuticals, Automotive, Financial Services, Movies, Restaurants and Telecom. Since its official launch two years ago, broadcast and cable networks, advertisers, and media agencies have been using Media TRAnalytics® to identify The Right Audience™ in order to improve their return on media investment.
About TRA, Inc.
TRA, Inc. (www.traglobal.com) is a 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 Media TRAnalytics® is a web-based platform that 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 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.”
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