Bill HarveyMember since July 2005Contact Bill
- Vice Chairman, Chief Research Officer TRA, Inc.
- 52 Vanderbilt Avenue
- 17th Floor
- New York New York
- 10017 USA
research, optimization, strategic consulting specializing in the new media
Articles by Bill All articles by Bill
- The Media Landscape Has Changed. Have You? in
Marketing Daily on
Remember when HBO owned Sunday nights with shows like "The Sopranos" and "Sex in the City?" Times have changed and the notion of "owning" a night of the week feels as old fashioned as a pair of rabbit-ear antennae on an old black-and-white TV set.
- Digital Integration of Media, Advertising, Gaming, and Philanthropy in
Future of Media on
- Naturally Occurring Data in
TV Board on
Over a half century ago, TV measurement was invented. Advertisers wanted to know whether their TV ads were effective. How to define "effective"? The ultimate answer: Did the ads drive consumers to action, to buy the product or service being advertised? This kind of detailed information was simply not available, so the industry settled for a weak proxy: Were my ads even seen? A sampling system was set up to monitor if the TV program was watched by a small number of panelists who had an "opportunity to see" the ads And these panelists had to be actively engaged, raising all kinds of biases.
Comments by Bill All comments by Bill
- The Accountability Gap: Can Offline Sales Actually Be Linked To Digital Ads?
(Metrics Insider on
A/B testing is the way to get a clean sales read
- NBCU, Comcast Ad Tool Targets Addressable Spots
This is the real beginning of the Addressable Age!
- Models Are People Too
Joe it was a great question - i think it would have helped them answer if you mentioned "programatic buying" - they would have said that those granular decisions might be trusted to models under certain conditions - i hope i am in the room again the next time you ask :-) Best, Bill
- Obit: Media Planning Guru Erwin Ephron, Dead At 79
Erwin and i were lifelong friends. He was a deep thinker, an amazing communicator, and a natural leader, who loved and took care of everyone.
- Give It One Finger Or The Whole Hand?
(MarketingTools: CRM on
Thanks for excellent article. I would suggest a sixth very important finger: TV. TRA now makes it possible for CRM to include TV by linking to set top box data at the household level with complete privacy protection to the consumer. Given the size of the TV investment each year, this is an important finger or perhaps a whole second hand. Best, Bill
- Semantic, Even Before The Web
(Video Insider on
Bravo Joe. Now is definitely a time for zero-based media thinking. All the best, Bill
- Analyzing TV 'On-Air' Promos With Online Ad Metrics
(Online Spin on
Dave is right again, in TV as he was in the Internet, the underlying data when connected with any act of “buying” yield powerful ROI multipliers far in excess of the leverage we are used to getting out of just plain ‘opportunities to see’ data. We are seeing the same kinds of multipliers in CPG TV advertising ROI by connecting STB data to offline purchase data for the same homes.