In Terms of ROI: Integrating Media and Shopping - Bill Harvey - MediaBizBloggers

This week39s blog posting recounts a very interesting conversation I had with a top network research executive on November 19 2009 which gave me new insights With his permission I share it with you here Its core idea is that media and the instore experience can be integrated to reinvigorate marketingquotYou knowquot he started quotmedia networks can successfully deliver messages to consumers in the right environments with greater precision than ever Then they frequently disappear into a further part of the funnel where purchases actually happen amp8211 the store To us tools to better penetrate this mystery have been lacking amp8211 until nowquot he said meaning TRA which now provides purchase information to networks on a regular basis for the first timeI was having this conversation with Todd Cunningham SVP of Strategic Insights and Research MTV NetworksquotWe researchers can point out the ways that anything can be made betterquot Todd went on as I agreed quotbut there39s no question about it TRA has brought all of us in media an HOV lane closer to point of purchasequotHis point was that by combining purchase data with audience measurement the door is now open to crossfertilization between these two pillars of marketing buyers and sellers are learning how to create synergies between exposures through media and what happens at point of saleThis can lead to very creative implementations that span media and point of purchase One can start very predictably and simply with brand integration within a program and lead to the appearance of one of the characters of that program instore as a standee end aisle display lifesize photo on cardboard perhaps in the very aisle where that brand is sold And the creative juices start flowing when marketers and their media partners contemplate far more imaginative integrations perhaps across multiple screensAll of this is now brought one step closer by making consumer purchasing data a regular part of the network executive experience This was precisely what we had contemplated but could not predict exactly how it would play out in the hands of our clients TRA has been very focused We have concentrated on two ideas increasing targeting of ads by combining purchase data with TV ratings and measuring the resulting ROI We are starting with TV and CPG and expanding across media and product categories What we missed was the speed with which creative uses of this data would change the way our clients networks marketers and agencies went about their businessThus I was at a momentary loss when Todd asked quotBesides merging it with viewing data what can be learned just from deep dive analysis of the shopping data themselvesquot After a moment39s thought I realized we had come across an interesting finding based on the shopping data quotWe can detect when a brand is doing some kind of feature display within a store We can see the signature of that in terms of a sales spike that is not explained by TV or pricequot Todd murmured approvingly and encouraged us to delve deeper Stay tuned for more great insights from TRA and othersBill Harvey has spent over 35 years leading the way in the area of media research with special emphasis on the New Media Bill can be contacted at billtraglobalcomRead all Billamp8217s MediaBizBloggers commentaries at In Terms of ROI MediaBizBloggersFollow our Twitter updates MediaBizBlogger

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In Terms of ROI: Integrating Media and Shopping - Bill Harvey - MediaBizBloggers

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