This story was written by David Kaplan.
This upfront season may have been something of dud, but media firms, from buyers like WPP’s GroupM and Publicis’ Starcom MediaVest Group, along with networks and marketers, hope to salvage it with new audience targeting efforts. AdAge focuses on the use of marketing firm TRA’s Media TRAnalytics system, which will serve as the foundation for the first round of ad targeting deals on Discovery’s programming. The goal satisfy the sell side with higher prices, while satisfying the buy side with placing its marketers’ ads where they will be the most effective.
The TRAnalytics collects set-top box data from 2.1 million cable subscribers (equals 1.5 million homes). That info is then connected with database that tracks purchases across a sampling of 370,000 households. Armed with that data, MediaVest will handle the Discovery buys, giving them a pretty good sense of what viewers saw their clients’ ads and how many made a purchase as a result. This kind of targeting has been the holy grail of advertisers and content companies, especially as the ad market has taken such a tremendous beating from both the dismal economy and the wrenching changes wrought by digital media. As it stands, this effort sounds much more promising than most of the targeting efforts that have been happening lately. But it’s still very small and while it points everyone right the direction. But it won’t be enough to save the fall season.
By David Kaplan