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The IPA TouchPoints Initiative: Lynne Robinson, Research Director, IPA

The IPA TouchPoints Initiative: Lynne Robinson, Research Director, IPA Iceland: 26 th October 2006. Contents. Why we undertook the project How we defined it The execution The business plan What it has delivered so far The future TouchPoints for Iceland?.

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The IPA TouchPoints Initiative: Lynne Robinson, Research Director, IPA

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  1. The IPA TouchPoints Initiative: Lynne Robinson, Research Director, IPA Iceland: 26th October 2006

  2. Contents • Why we undertook the project • How we defined it • The execution • The business plan • What it has delivered so far • The future • TouchPoints for Iceland?

  3. IPA TouchPoints:Why • New Communications Reality: • Power of single media declining • Consumers increasingly in control • All industry research, single media based • Need to know more than numbers • Credibility gap for clients

  4. IPA TouchPoints: What? • Qualitative study of agency planning directors • What they thought of current industry tools? • What tools they thought they would need to operate effectively in the future? • Could any of these tools be provided by IPA? Not much Lots Yes

  5. IPA TouchPoints: Requirement “A tool which evaluates mixed media schedules, both for planning and post campaign evaluation”

  6. IPA TouchPoints: Remit • To deliver new and fresh insights in its own right • To act as a gateway across data sources • NOT to act as an alternative to current industry research

  7. The IPA TouchPoints Survey Proprietary Data The IPA TouchPoints Hub Survey

  8. Deliverable 1 A time based study of how consumers spend their time: - where - with whom - main activities - media usage and attitudes - mood - lifestyles and attitudes - shopping habits

  9. Deliverable 2 The first, industry available, multi-media planning system.

  10. How – the Hub Survey • Undertaken by TNS • 5,000 sample of adults in GB • Used range of TNS access panels • Telephone recruitment, postal delivery and return • £20 incentive

  11. How – Hub research design • Television • Radio • Press • Outdoor • Cinema • Online • SMS • Event Sponsorship • Direct Marketing • Lifestyles/ Attitudes • Shopping

  12. How – Hub research design By half hour: • Where were you? • Who were you with? • What were you doing? • And were you doing any of these? • (media consumption) • Mood At the end of the day: • Cinema going • Advertising mail • Telemarketing calls received • Commercial text messages received

  13. How – Integration Process • Undertaken by RSMB • Integration of industry currencies onto the Hub • Using one-on-one fusion where possible • Maintaining industry definition of commercial contact

  14. The Business Plan: The Challenges • How to ensure such a large project was: • Adequately funded • Structured to run efficiently

  15. Why the IPA? • Stated requirement by IPA Media Futures Group • ‘Too’ expensive for agencies to undertake individually on a proprietary basis • Needed to be ‘industry’ • IPA’s role within: • agency world • industry media research

  16. The Operation • Created a small group of agencies/media owners to act as founding partners: • - guarantee the cost • - develop the technical solution

  17. Founding Sponsors Agencies (IPA MFG) Initiative MediaCom Mediaedge: CIA Media Planning Group MindShare OMD UK PHD Media Ltd Starcom MediaVest Universal McCann Vizeum ZenithOptimedia Media Owner AOL (UK) Ltd BBC Chrysalis Radio J C Decaux The Guardian ITV News International smgACCESS Tesco Media Services Wanadoo

  18. Media Owners ROI • Growing cross-media ownership • A tool which would give them a viewpoint on total budget allocation • Bring them closer to their customers • Link-in with their proprietary tools • Cost effective

  19. Current Status March 2006: Stage 1 – the Hub Survey results released. October 2006: Stage 2 – the Integrated Planning System released.

  20. New sponsors Agencies - Creative BBH Publicis Agencies – Media All Response Media BJK&E BLM Brilliant Media Carat, including: Carat Insight Feather Brooksbank John Ayling and Associates MediaVest Manchester MGOMD Naked Universal McCann Midlands Walker Media Agencies - Direct AIS Agencies - Digital i-Level Wheel Media Owners Flextech Television including: UK TV ids Yahoo Other Future Foundation

  21. What has it told us so far? • An overview of daily life in GB • An insight into social change • How media usage fits into daily life • - usage by time of day • - multi-tasking

  22. Connections; Interrelationships & Multi-Dimensional Insights Lifestyle Demographics Magazines Life stage Time Activities Where at Life values Who with Multi-tasking TV Cinema Radio Direct Mail Newspapers Internet Sponsorship Out of home media Travel Text Technology Mobile phone Media values Shopping Communication Brand/product values

  23. Applying TouchPoints “A Picture of Life” Consumers ½ hour by hour Day by day...across the week “Work; rest and play” Shopping/entertaining/media/technology

  24. How does media fit in? “Communication Context” Media Who (with) When Where Usage across week Overlapping consumption Moments of opportunity

  25. Families still eat & drink together Weekends Source: IPA TouchPoints Hub Survey 2005

  26. Share of Written CommunicationAll adults Source: IPA TouchPoints Hub Survey 2005

  27. Share of Written Communication15-24s Source: IPA TouchPoints Hub Survey 2005

  28. Watching TV whilst multi-tasking All Adults - Wednesday Source: IPA TouchPoints Hub Survey 2005

  29. Saturday ActivitiesMain shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

  30. Saturday Media MomentsMain shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

  31. Doing nothing in particular (weekdays)

  32. Seeking information on products and services on the net

  33. The Report Easy to Interpret Results with Frequency Distribution, Unique Media Cover and Results by Medium and Combined Schedule

  34. Summary • Designed to assist the new comms environment • Learning curve for all • Widespread application • Opportunity to support/ connect with other work • International demand • A major opportunity

  35. The Challenges • It’s new • Demanding changes to working practices • Prompting work in the most challenging areas. • - moving from contact to engagement • - most valuable contacts • - combined channel effects • It will take time to be assimilated

  36. The Immediate Future • Discussing TouchPoints 2 • International uptake

  37. 2010 • Comms environment: • More proliferation/ fragmentation/ choice • Industry Requirements: • More insight/ more understanding • Better comparative standards • Greater need for linking variables

  38. Industry Media Research = Politics x Money x Technical Issues TouchPoints in Iceland?

  39. Technical Issues The Hub Survey - Yes The Integrated Database - Yes TouchPoints in Iceland?

  40. Money c. £0.5million for Hub Survey (5,000 sample) c. £25,000 per database fused TouchPoints in Iceland?

  41. Politics What data do you need to operate effectively in the future for (i) planning? (ii) buying? TouchPoints in Iceland

  42. Thank You www.ipatouchpoints.co.uk

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