TRA, Inc. (The Right Audience) is a media and marketing
measurement
Measurement is the quantification of attributes of an object or event, which can be used to compare with other objects or events.
In other words, measurement is a process of determining how large or small a physical quantity is as compared ...
company that matches the
advertisements households receive with the products they buy. The company is based in
New York City and was founded by Mark Lieberman and Bill Harvey in 2008. In July 2012 it was sold to
TiVo for a reported $US20 million.
TIVo to buy shop tracker TRA
/ref> Prior to the TiVo sale, TRA's investors included Kodiak Venture Partners, Intel Capital, and Arbitron.
Products
TRA's Media TRAnalytics primary reports for TV may be run by TRA’s clients include:
1. The TRA Television Audience Measurement report (TAM), which gathers second-by-second anonymous census-level television audience measurement 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.
2. TRA’s True Target Index (TTI) Report is used to select program vehicles to carry a brand’s advertising in order to reach the largest percentage of the types of purchasers most likely to respond to sales the largest number of times.
3. 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.
These reports tell advertisers, networks and agencies the relative strengths and weaknesses of different creative executions, and how such variables as program environment, time slots, and pod position impact their ROI.
Privacy
TRA has a patent-pending third-party blind matching solution implemented with TRA’s partners – names and addresses are never received nor seen by TRA. This privacy
Privacy (, ) is the ability of an individual or group to seclude themselves or information about themselves, and thereby express themselves selectively.
The domain of privacy partially overlaps with security, which can include the concepts of a ...
solution has been vetted by privacy experts
An expert is somebody who has a broad and deep understanding and competence in terms of knowledge, skill and experience through practice and education in a particular field. Informally, an expert is someone widely recognized as a reliable s ...
in the telecommunications field and by companies whose businesses depend on privacy protection.
TRA is one of 65 companies in the U.S. to have obtained ISO/IEC 27001certification, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls to protect information assets. TRA owns U.S. Patent No. 7,729,940, entitled “Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources”; U.S. Patent No. 8,000,993, U.S. Patent No. 8,060,398 and U.S. Patent No. 8,112,301, all entitled "Using Consumer Purchase Behavior for Television Targeting.”
References
External links
Internet & New Media: TRA Inc.
Kodiak VP
TV Week, TRA Data Links Shows With Consumers – January 28, 2009
Broadcasting & Cable News, Audience Metrics Aim to Leap Frog Web Buzz – June 7, 2008
CFO, Why Do They Buy?–June 2008
Multichannel News, TRA Builds 370,000 Household Database Signs Discovery as Client – November 9, 2008
Multichannel News, TRA Takes Set Top Data to the Store – June 22, 2009
Advertising Age, MediaVest is Looking for Brand Swingers – July 1, 2009
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Market research companies of the United States
TiVo