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| ADVERTISERS have long sought a way to measure advertising in dollars returned per dollar spent. While direct response advertising achieves this ROI objective, other forms of advertising need ROI metrics as well. This requires huge household samples, passively collected data from purchase decisions, and audience data from set top boxes. In sum, both purchase data and advertisement exposure data for the same homes leads to a better understanding of return on media investment. |
| AGENCIES reinvent themselves every day. They are bottomless well of creativity and know-how. TRA sees the role of its online reports as what agencies need in order to retain their status as the trusted source and guide to advertisers. Media TRAnalytics™ will enable an agency's media planning system to be based on actionable data to be shaped by that agency's unique approach to advertising. Armed with real ROI for each media type, each agency will be able to enhance and refine its clients media plan. |
| MEDIA What makes everything go? What attracts the consumer? The media environment can enhance or detract from the persuasive power of the message. CPM rises or falls based on the advertiser/agency SWAG. True ROI Accountability replaces SWAGs, resulting in good ROI media/ creative driving out bad ROI media/ creative. As a result, CPM will go up, networks will increase their net revenue, and distributors with set top box data can be seen as the natural partner for the advertiser and agency. |
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