MTV Networks to ‘laser-target’ consumers through Media TRAnalytics
The broadcaster will use the firm’s Media TRAnalytics tool, which merges second-by-second set-top box viewing data with shopper loyalty card data to provide insight into how the TV advertising a household is exposed to matches up with the products that they buy.
Colleen Fahey Rush, MTV Networks’ executive vice president of strategic insights and research said: ‘With its unique combination of media measurement and purchase behaviour data, TRA’s Media TRAnalytics will be a powerful tool for MTV Networks to help marketers laser-target their consumers across our channels.”
TRA chairman and CEO Mark Lieberman added: “The MTV Networks team has been highly engaged during the evaluation of Media TRAnalytics and we look forward to a long and fruitful relationship.”
The MTV deal is the second big win this month for TRAnalytics following the signing of GroupM as a client.
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