“Behavioral Guarantees”

eyes According to Advertising Age for August 26, 2009, we’ve entered the age in which media conglomerates are selling air time to corporate advertisers via “behavioral guarantees.”

In the words of marketing research firm TRA, it’s:

Finally true accountability for TV! TRA, a media and marketing research company, has America’s largest second by second national live and time shifted TV database of 1.5 million households and the largest ever single-source database of 370,000 households that matches TV ad viewing to actual purchases of the product being advertised.

Basically, what TRA does is track what individual households watch on TV and what they then buy in stores, with an eye on the households’ exposure to specific ads. TRA then reports its findings to the broadcasters, who promise the corporate sponsors specific sales results from the ads they pay to air. If the promised buying behavior does not materialize, the ad-placing corporation gets a “make-good,” usually more advertising time for free.

And as always, this new market-totalitarian capacity is but the beginning:

‘This is where the future needs to be,’ said Donna Speciale, [media-time broker] MediaVest’s chief investment officer. ‘Our ultimate goal is to figure out how to better reach consumers and get our inventory much more targeted, not just buy the typical demographic breakout. That’s where all the testing in these different areas is heading, to get much more granular research.’

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