Post on 12-Jan-2016
The IPA TouchPoints Initiative:
Lynne Robinson, Research Director, IPA
Iceland: 26th 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?
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
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
IPA TouchPoints: Requirement
“A tool which evaluates mixed media schedules, both for planning and post campaign evaluation”
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
The IPA TouchPoints
Hub Survey
Proprietary Data
The IPA TouchPoints Survey
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
Deliverable 2
The first, industry available, multi-media planning system.
• Undertaken by TNS
• 5,000 sample of adults in GB
• Used range of TNS access panels
• Telephone recruitment, postal delivery and return
• £20 incentive
How – the Hub Survey
– Television
– Radio
– Press
– Outdoor
– Cinema
– Online
– SMS
– Event Sponsorship
– Direct Marketing
– Lifestyles/ Attitudes
–Shopping
How – Hub research design
How – Hub research designBy 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
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
The Business Plan: The Challenges
How to ensure such a large project was:
• Adequately funded
• Structured to run efficiently
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
• Created a small group of agencies/media owners to act as founding partners:
- guarantee the cost
- develop the technical solution
The Operation
Media OwnerAOL (UK) Ltd
BBCChrysalis Radio
J C DecauxThe Guardian
ITVNews International
smgACCESSTesco Media Services
Wanadoo
Agencies (IPA MFG)Initiative
MediaComMediaedge: CIA
Media Planning GroupMindShareOMD UK
PHD Media LtdStarcom MediaVestUniversal McCann
VizeumZenithOptimedia
Founding Sponsors
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
Current Status
March 2006: Stage 1 – the Hub Survey results released.
October 2006: Stage 2 – the Integrated Planning System released.
Agencies - CreativeBBHPublicis
Agencies – MediaAll Response MediaBJK&EBLMBrilliant Media Carat, including: Carat InsightFeather Brooksbank John Ayling and AssociatesMediaVest Manchester MGOMD NakedUniversal McCann Midlands Walker Media
Agencies - DirectAIS
Agencies - Digitali-LevelWheel
Media OwnersFlextech Television including: UK TVids Yahoo
OtherFuture Foundation
New sponsors
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
Demographics Life stageLifestyle
ActivitiesWho with
Where at
Newspapers
TVRadio Cinema
InternetDirect Mail
Sponsorship
Communication
Media values
Life values
Brand/product values
Travel Out of home media
TechnologyTextMobile phone
Shopping
Time
Multi-tasking
Connections; Interrelationships & Multi-Dimensional Insights
Magazines
Applying TouchPoints
Consumers
“A Picture of Life”
½ hour by hourDay by day...across the week
“Work; rest and play”Shopping/entertaining/media/technology
Media
“Communication Context”
Who (with)WhenWhere
Usage across weekOverlapping consumption Moments of opportunity
How does media fit in?
Families still eat & drink together
0
200
400
600
800
1000
1200
1400
1600
1800
000s
On my ownWith Partner & KidsWith Partner onlyWith kids only
Source: IPA TouchPoints Hub Survey 2005
Weekends
Source: IPA TouchPoints Hub Survey 2005
Share of Written CommunicationAll adults
E-mailing48.4%
Talking in Internet chatroom / Instant
Messaging9.7%
Letter Writing12.9%
SMS29.0%
E-mailing27.9%
Talking in Internet chatroom / Instant
Messaging19.7%
Letter Writing4.9%
SMS47.5%
Share of Written Communication15-24s
Source: IPA TouchPoints Hub Survey 2005
Mosaic
0
50
100
150
200
250
A Symbols ofSuccess
B HappyFamilies
C SuburbanComfort
D Ties ofCommunity
E UrbanIntelligence
F WelfareBorderline
G MunicipalDependency
H Blue CollarEnterprise
I TwilightSubsistence
J GreyPerspectives
K RuralIsolation
Heavy Email Senders Heavy Text Senders Frequent Letter Writers Heavy Phone Callers
Source: IPA TouchPoints Hub Survey 2005
Watching TV whilst multi-tasking All Adults - Wednesday
0.0
10.0
20.0
30.0
40.0
50.0
60.0
%
Watching TV Multi-Tasking Whilst Watching TV
Saturday ActivitiesMain shoppers who shop 2pm-2.30pm on a Saturday
0.00
5.00
10.00
15.00
20.00
25.00
Washing/Dressing
Eating/Drinking
Housework/Jobs Around the House
Working/Studying
Sports/Exercise
Relaxing/Nothing in Particular
Source: IPA TouchPoints Hub Survey 2005
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
20.00
00
:00
00
:30
01
:00
01
:30
02
:00
02
:30
03
:00
03
:30
04
:00
04
:30
05
:00
05
:30
06
:00
06
:30
07
:00
07
:30
08
:00
08
:30
09
:00
09
:30
10
:00
10
:30
11
:00
11
:30
12
:00
12
:30
13
:00
13
:30
TV
Websites
Newspapers
Magazines
Radio
Saturday Media MomentsMain shoppers who shop 2pm-2.30pm on a Saturday
Source: IPA TouchPoints Hub Survey 2005
Doing nothing in particular (weekdays)Weekdays - doing nothing in particular
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
00:
00-0
0:30
01:
00-0
1:30
02:
00-0
2:30
03:
00-0
3:30
04:
00-0
4:30
05:
00-0
5:30
06:
00-0
6:30
07:
00-0
7:30
08:
00-0
8:30
09:
00-0
9:30
10:
00-1
0:30
11:
00-1
1:30
12:
00-1
2:30
13:
00-1
3:30
14:
00-1
4:30
15:
00-1
5:30
16:
00-1
6:30
17:
00-1
7:30
18:
00-1
8:30
19:
00-1
9:30
20:
00-2
0:30
21:
00-2
1:30
22:
00-2
2:30
23:
00-2
3:30
'000
s
Seeking information on products and services on the net
The Report
Easy to Interpret Results with Frequency Distribution, Unique Media Cover and Results
by Medium and Combined Schedule
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
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
The Immediate Future
• Discussing TouchPoints 2
• International uptake
2010
Comms environment:
• More proliferation/ fragmentation/ choice
Industry Requirements:
• More insight/ more understanding
• Better comparative standards
• Greater need for linking variables
TouchPoints in Iceland?
Industry Media Research
= Politics x Money x Technical Issues
TouchPoints in Iceland?
• Technical Issues
• The Hub Survey - Yes
• The Integrated Database - Yes
TouchPoints in Iceland?
• Money
• c. £0.5million for Hub Survey (5,000 sample)
• c. £25,000 per database fused
TouchPoints in Iceland
• Politics
• What data do you need to operate effectively in the future for
(i) planning?
(ii) buying?
Thank You
www.ipatouchpoints.co.uk