TRA Helps Advertisers Identify "The Right Audiences™" and Improve ROI on Their Ad Spending
Wrigley today announced that Wrigley will use TRA's patented solution developed to establish the impact of television advertising on sales, to measure and improve the effectiveness of television advertising. TRA can improve advertising accountability and return on media investment by matching TV program audiences with the products and brands these audiences actually buy.
TRA's Media TRAnalytics® merges second-by-second measurement of TV viewing from set-top box data with purchasing behavior from shopper card data. TRA's innovative, single-source measurement is expected to leverage purchase behavior to plan, buy and evaluate the best creative and programming environments for their advertisements and improve ROI on ad spending.
"TRA's advanced media analytics and technology capabilities can represent an evolution in helping understand the impact of advertising. We look forward to learning from the TRA system." said Hans Stamer, PhD Wrigley Global Market Intelligence.
"We are proud that Wrigley will be using TRA's innovative solution to help drive their business results. Our partnership with Mars and our other industry leading clients are a tremendous validation of TRA's commitment to help improve the accountability of advertising," said Mark Lieberman, CEO of TRA, Inc.
About Wm. Wrigley Jr. Company
Wm. Wrigley Jr. Company is a recognized leader in confections with a wide range of product offerings including gum, mints, hard and chewy candies and lollipops. The company has operations in more than 40 countries and distributes its world-famous brands in more than 180 countries including ORBIT®, EXTRA®, STARBURST®, DOUBLEMINT® and SKITTLES. Wrigley is headquartered in Chicago, Ill., and operates as a subsidiary of Mars, Incorporated, a private, family-owned company founded in 1911. Mars, Incorporated is one of the world's largest food companies, generating global revenues of $30 billion annually and operating in six segments: Chocolate, Drinks, Food, Petcare, Symbioscience and Wrigley.
About TRA
TRA, Inc. (www.traglobal.com) is a media measurement and analytics software company whose products help advertisers, agencies and television networks improve advertising accountability and return on media investment. TRA's Media TRAnalytics® is a web-based platform that matches the advertising households actually receive with the products the same households actually buy, enabling TRA's clients to find "The Right Audience™" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA's investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK's 2009 'Vision Award' for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA was recently issued U.S Patent No. 7,729,940, entitled "Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources."
Contacts:
For TRA, Inc:
Hiltzik Strategies
Josh Raffel, (212) 430-5056
JRaffel@hstrategies.com
or
For
Wm. Wrigley Jr. Company:
Kristen Kinkella, +49 (0)89/6 65 10-201
EU
Director Corporate Affairs
Kristen.Kinkella@wrigley.com
