TRA - FAQS




FAQ WHAT DOES "TRA" STAND FOR? WHAT DOES TRA DO? EXACTLY WHAT DATA DOES TRA USE? WHAT IS MEDIA TRANALYTICS™?? WHAT IS THE STATUS OF TRA TODAY? SPECIFICALLY WHAT PRODUCTS DOES TRA SUPPLY? HOW DOES TRA HELP ADVERTISERS? HOW DOES TRA HELP ADVERTISING AGENCIES? HOW DOES TRA HELP CABLE COMPANIES? WHY DO CABLE OPERATORS LOOK TO A 3RD PARTY? WHAT IS TRA'S PRIVACY SOLUTION? IS THE CUSTOMER DATA YOU UTILIZE ANONYMOUS? WHAT IS AN ASP? WHAT IS ISO CERTIFICATION? WHAT DOES "TRA" STAND FOR? True ROI Accountability for Media. We are a media and marketing research company which provides advertisers, agencies and media with access to TRA's proprietary ROI Dashboard 2.0 to generate customizable online reports. <<top>> WHAT DOES TRA DO? TRA brings accountability, first to television advertising, and following television, to all significant advertising media. By the end of 2009, TRA will match all-media consumption and buying behavior in 1,000,000 households - a statistically accurate mirroring of the entire U.S. census. For the advertiser, TRA's proprietary technology matches the ads that households actually receive with the products they actually buy. For the first time, advertisers are able to determine the true ROI of their spending. TRA will do this by recording and measuring precise, real-time data at the touchpoints vital to advertisers, starting with the TV set-top box and the retail checkout counter. TRA technology makes large-scale measurement readily achievable and cost-efficient. <<top>> EXACTLY WHAT DATA DOES TRA USE? In TV, tuning data from set-top boxes; household purchase data from scanner cards and advertisers; and household demographic data. TRA's platform collects, measures, integrates, analyzes, and creates customized reports for each advertiser. <<top>> WHAT IS MEDIA TRANALYTICS™? Media TRAnalytics™ is a patent pending breakthrough media research technology that provides marketers with true ROI accountability on their media spending. TRA collects immense banks of data: second-by-second tuning data from set-top boxes; household purchase data; and household demographic data. TRA’s algorithms then filter the data, match the data at the household level, and measure and analyze the data so that clients can use Media TRAnalytics™ to generate customized reports. <<top>> WHAT IS THE STATUS OF TRA TODAY? TRA is currently matching nationwide TV Viewing Data with Purchase Data at the household level to create a single source sample of 370,000 households. Using TRA's proprietary algorithms developed over the past 10 years, TRA is using this tuning data to generate reports for select customers. TRA'S online report engine, or ASP, is accessible to customers via TRA's patent pending Media TRAnalytics™ 2.0 platform The TRA engine generates reports from the diverse databases mentioned above. <<top>> SPECIFICALLY WHAT PRODUCTS DOES TRA SUPPLY? TRA's primary products for TV advertisers will be three unique sets of reports: The TRA television Audience Measurement report (TAM) which provides second-by-second anonymous census level television audience measurement reflecting the most experienced and advanced platform for set top box data quality and in-depth analytics, matched to census level household demographics. TAM reports include TRA’s Advertising Media Exposure (AME) Report, Audience Retention (AR) Report and Reach Frequency (RF) Report. TRA’s Return On Investment Report (ROI) Report is used to post-evaluate which elements (targets, creative, networks, dayparts, program types, programs, frequency levels) produced the highest ROI so that the next media plan can allocate more heavily to the most productive elements. TRA’s True Target Index (TTI) Report is used to select program vehicles to carry a brand’s advertising so as to reach the largest percentage of the types of purchasers most likely to sales-respond (e.g. heavy category purchasers who have ever bought the brand, aka “swing purchasers”) the largest number of times. <<top>> HOW DOES TRA HELP ADVERTISERS? TRA's ROI reports help advertisers optimize their television media spend by revealing its true ROI. These reports quickly and accurately tell advertisers critical facts about their television presence: the relative strengths and weaknesses of different creative executions, and how such variables as program environment, time slots, and pod position impact their ROI. By replacing subjective opinion with objective fact, advertisers and agencies will be empowered to work together far more effectively leveraging bedrock data they have always wanted to maximize ROI on media investments <<top>> HOW DOES TRA HELP ADVERTISING AGENCIES? Media agencies will provide clients with accurate value-added analyses of their media spend. And with TRA's factual, real-time feed back, they are equipped to make continual improvements in their recommendations, to make changes quickly when needed, and to identify opportunistic buys more easily. Media agencies will take TRA as a starting point to develop their own “secret sauce” to take the TRA data one step further for their clients. Creative agencies will learn unequivocally which creative works best. That knowledge will markedly improve the success rate of the agencies' creative product. When a commercial is wearing out the agency will detect that by the drop in retention rate and will be able to recommend that it is time for development of new creative. Based on which target groups are responding to the brand and the messaging with their wallets, there will be rich insights to fuel new Big Ideas for the oncoming creative <<top>> HOW DOES TRA HELP CABLE COMPANIES? TRA enables cable companies to leverage the intelligence in their "pipes" data to increase advertising dollars. TRA estimates that even before the advent of widespread addressability and other advanced advertising technologies ultimately to be deployed by the cable industry, the total adspend to MSOs can be increased using TRA to 50% more than its present level. This effect can be obtained by using TRA to prove the purchaser targeting value of MSO ad inventory, and the ROI of cable buys. <<top>> WHY DO CABLE OPERATORS LOOK TO A 3RD PARTY? Advertisers insist that cable companies work with credible third party measurement companies. As a result, there has been no reason for cable companies to pioneer the needed technology or develop complex media research as a core competence. <<top>> WHAT IS TRA'S PRIVACY SOLUTION? TRA has a patent pending third party blind matching solution implemented with TRA’s strategic partners – names and addresses are never seen by TRA. TRA works with MSOs to provide an opt-out option for consumers and has partnered with leading grocery chains to secure anonymous purchase data from loyalty card programs. TRA recently obtained ISO 27001 certification, which is the highest information security standard published by the International Organization for Standardization (ISO). <<top>> IS THE CUSTOMER DATA YOU UTILIZE ANONYMOUS? Yes. Consumer privacy is protected – TRA receives anonymous data from data service providers, and never personal identifiable information. <<top>> WHAT IS AN ASP? An application service provider (ASP) is a business that provides computer-based services to customers over the Internet. Software offered using an ASP model is also sometimes called On-demand software or software as a service (SaaS). <<top>> WHAT IS ISO CERTIFICATION? TRA recently became one of only 65 companies in the U.S. to obtain ISO 27001 certification, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls to protect information assets. TRA is the only media measurement company in the United States to achieve this standard. Along with TRA’s patent pending privacy solution, which ensures all data received by TRA has been fully anonymized, this certification highlights the company’s dedication to privacy and information security. <<top>>