TRA signs GroupM as Media TRAnalytics client
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US— TRA has secured WPP-owned media agency network GroupM as a client for its Media TRAnalytics tool, which merges second-by-second TV viewing data with shopper purchase data in a bid to help marketers plan, buy and evaluate the effectiveness of their advertising.
The marriage of TV viewing and purchase data is intended to identify purchasers of specific brands and the particular programmes they watch so advertising is targeted at the right individuals, with post-campaign analysis used to measure any uplift in sales.
Other Media TRAnalytics clients include CBS and MediaVest.
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