MediaVest Partners With TRA on TV Data

NEW YORK With the industry placing more scrutiny on accountability, Publicis Groupe-owned MediaVest is putting a big stake in the ground — claiming it is the first agency that can establish a link between television advertising exposure and sales.

The agency has aligned with True ROI Accountability for Media, a research company that has just released Media TRAnalytics 2.0, a process designed to link television effectiveness to sales results. MediaVest is the first agency to utilize the data.

Media TRAnalytics 2.0 combines set-top-box viewer data with demographics such as age and gender, psychographics and behavioral purchase information. Currently, it analyzes STB data from 300,000 homes in Southern California.

MediaVest’s intends to provide clients with a deep level of understanding of who is viewing their ads. The overall goal is to create an environment for advertisers to make appropriate media shifts to lift ROI.

“True accountability clearly answers the question ‘did our advertising drive purchase?’ This is the level of accountability we’ve been looking for on behalf of our clients and we’re thrilled to partner with TRA to be the first agency to deliver it,” says Jim Kite, president, connections research and analytics, MediaVest.

Added Mark Lieberman, chairman and CEO of TRA: “The industry has waited too long for a solution that accurately and definitively measures media’s effectiveness in contributing to marketers’ bottom line sales.”