TRA and Publicis Groupe’s Mediavest are making a major step forward in measuring ROI from offline media campaigns. TRA has developed a technology to match what advertisements people see and what products they buy. This is a great move in the right direction for marketers to be able to see if the TV campaign really generated sales or not. In the past, they have bought on sex and demographic data, now they can look at sales data as well.
Mediavest is the only agency to currently use this technology. The new technology is a big win for TV, since it has recently been under a lot of pressure for not being able to be measured like online.
Tags: campaign tracking, Media measurement, ROI
