News stories from TouchPoints
description
Transcript of News stories from TouchPoints
Source: IPA TouchPoints5
What TouchPoints tell us about
Newsbrands?
Belinda Beeftink
Deputy Research Director
www.ipa.co.uk/touchpoints
Source: IPA TouchPoints5
The Agenda
•Why TouchPoints is unique
•Newsbrands TouchPoints insights
•News Junkies
www.ipa.co.uk/touchpoints
SLIDE 3
Source: IPA TouchPoints5
TouchPoints
• Agency owned and developed
• Consumer centric view
• Independent / media neutral
• Cross media and cross platform
• Unique time-based approach
• Universal and customisable
• Continuously evolving
Source: IPA TouchPoints5
Based on 5,000 nationally representative adults in GB
www.ipa.co.uk/touchpoints
SLIDE 5
e.diary
Self completion
questionnaireChannel Planner
The IPA TouchPoints
Hub Survey
Data collected
Passively via
Smart phone
Source: IPA TouchPoints5
Some myth busting........
www.ipa.co.uk/touchpoints
SLIDE 6
Source: IPA TouchPoints5
● Families don’t eat together anymore
● Men never do any housework
● We don’t talk any more – we are all social
networking instead
● Most of our shopping is online these days
● We are worried about data privacy and the use of
our personal data by large companies
● We are conscientious about recycling
Recession has dampened our optimism about life
www.ipa.co.uk/touchpoints
SLIDE 7
Source: IPA TouchPoints5
No-one reads newspapers or magazines
anymore and if they do it is all online
• 54% of us read newspapers or magazines in print
• 23% of us read newspapers or magazines via the
internet or an app
• Total of 63% of us reading a newspaper or
magazine in print or digitally every week
www.ipa.co.uk/touchpoints
SLIDE 8
Source: IPA TouchPoints5
All adults share of media consumption – any day
www.ipa.co.uk/touchpoints
SLIDE 9
0%
1%
2%
3%
4%
5%
6%
7%
8%
Any TV Any Radio
Reading Any Newspaper Reading Any Magazine
Using Social Networking Sites or Youtube Using the Internet For TV, Radio or Print
Source: IPA TouchPoints5
Correlation between mood and media consumption?
www.ipa.co.uk/touchpoints
SLIDE 10
Internet
Social Networking
Radio
Radio Magazines
Newspapers
TV
relaxed
alert
ok fine
positive
tired
stressed
sad
Source: IPA TouchPoints5
Mood and media consumption
Of those who spend the most time in a Good Mood:
• 23% are heavy/medium Newsbrand readers
• 10% are heavy/medium magazine readers
• 20% are heavy/medium broadcast tv viewers
• 24% are heavy/medium radio listeners
www.ipa.co.uk/touchpoints
SLIDE 11
Source: IPA TouchPoints5
Where does most Newsbrands reading occur?
www.ipa.co.uk/touchpoints
SLIDE 12
At Home 53%
At Work/Workplace
5%
In Someone Else's Home
1%
Elsewhere Indoors
1%
Elsewhere Outdoors
1%
Bus/Tram/Coach/Taxi
or Train39%
Source: IPA TouchPoints5
Who are we with when we are reading
Newsbrands?
www.ipa.co.uk/touchpoints
SLIDE 13
On My Own 39%
With Partner/Spouse
36%
3%
8%
2%
3%
5%1%1% 1%
On My Own
With Partner/Spouse
With Parent
With Children
With Brothers/Sisters
With Other Family
With Colleagues
With Friends
With Other People You Know
Mostly alone or with
partner/spouse
Source: IPA TouchPoints5
What are people doing in the same half hour
as they are reading Newsbrands?
www.ipa.co.uk/touchpoints
SLIDE 14
Public Transport
35%
Drinking 15%
Eating a Meal 9%
Housework/Household Jobs
7%
Preparing Food/Cooking
4%
Relaxing 21%
Snacking 4%
Washing/Dressing
2%
Working/Studying
3%
Most time spent
In activities that do
not distract from
reading
All newspaper
readersWashing
& dressing
Eating
Drive to work
Drive home
Making pack lunch
Eating
Housework/jobs
Another drink
8:30pm
Relaxing post 7pm
Glass wine with
dinner
Tea break @ 4
Tea/coffee break @ 11
Eat sandwiches
at desk
Wake 6:30am Asleep
10:30pm
Working
Working
Breakfast prepared
Go for a jog
Shower & change
Source: IPA TouchPoints5
Consuming media via the internet – how much
does it add?
www.ipa.co.uk/touchpoints
SLIDE 16
54
98
78
43
97
75
13
24
20
0
10
20
30
40
50
60
70
80
90
100
Reading Newspapers Watching TV Listening to the Radio
Any Traditional Online
+ 11%
+ 1% + 3%
Source: IPA TouchPoints5
Print still accounts for most newspaper
readership, online combined is 14%
Laptop/Desktop7%
Tablet3% Smartphone
4%
e-Reader0%
In Print86%
All online
14%Share of
newspaper
readership by
device
Source: IPA TouchPoints5
FT
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Share of time spent by deviceQualities demonstrate differences in devices although traditional print still maintains the
bulk of occasions read
Independent
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Telegraph
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Times
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Guardian
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Source: IPA TouchPoints5
Express
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Share of time spent by deviceIn the mids, Daily Mail has over a quarter of it’s occasions read online
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Metro
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Source: IPA TouchPoints5
Star
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Share of time spent by devicePopular press less about online consumption
Sun
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Mirror
Laptop/desktop
Tablet
Mobile
e-Reader
Other
Source: IPA TouchPoints5
In combination stronger and complementaryAverage day newspaper - paper and online
0
0.5
1
1.5
2
2.5
3
Reach %
Print Online Print or Online
Source: IPA TouchPoints5
Defining an audience.......
News Junkies those who answered 10+
www.ipa.co.uk/touchpoints
SLIDE 22
Source: IPA TouchPoints5
News Junkies and shopping• Whilst they spend about the same amount of time shopping as all adults, when they
shop they spend more!
– Average spend per week for all adults is £183 vs £193 for News Junkies
• Most likely to use the following for their main shop:-
www.ipa.co.uk/touchpoints
SLIDE 23
Supermarket Index vs all
adults
Waitrose 171
Waitrose online 166
Local independent shop 155
Marks and Spencer food 139
Ocado (online) 129
The Co-Op 129
Sainsbury’s 117
Source: IPA TouchPoints5
News Junkies as influencers
• News Junkies are 34% more likely to be Conversation Catalysts than all adults
• Category catalysts for:-
www.ipa.co.uk/touchpoints
SLIDE 24
Category Index vs all adults
Public affairs/politics 211
The Environment 176
Gardening 157
Holidays and travel 155
Financial Services 153
Home decoration/DIY 143
Home appliances 142
Shops and shopping centres 139
Health products 134
Jobs and careers 129
Source: IPA TouchPoints5
News Junkies .........attitudes
Definitely/tend to agree Index vs all adults
I sometimes save the sections of my newspaper to read later 153
I find newspaper ads that have web addresses, phone numbers or text
addresses useful
146
My use of newspaper websites has increased significantly since I started
using a tablet
145
I follow my favourite newspaper brands/journalists through social media 145
I find using an app to access my national newspaper really useful 141
National newspaper ads often lead to me searching for products and
services on the internet
141
National newspaper advertising often alerts me to new products and
services
139
www.ipa.co.uk/touchpoints
SLIDE 25
Source: IPA TouchPoints5
Mood state – time spent for News
Junkies (weekday)
www.ipa.co.uk/touchpoints
SLIDE 26
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Adults (15+) News junkies - 10 or more news opportunities
Positive
OK/Fine
Relaxed
Alert
Happy
Confident
Stressed
Sad
Tired
Frustrated
Bored
Angry
News Junkies
spend more
time feeling
positive
relaxed
alert
and confident
Source: IPA TouchPoints5
News Junkies media consumption -
average day
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%
Any TV Any Radio Using the Internet (Any)
Internet use
peaks 11.30
and 4pm
TV peaks
9 pm
Radio peaks
8 am
Source: IPA TouchPoints5
News Junkies readership of newsbrands - average day
www.ipa.co.uk/touchpoints
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0.0
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All Adults (15+) News junkies
News Junkies get their fix from
newsbrands across
the day
% Reach
Source: IPA TouchPoints5
Summary
TouchPoints sets the context and perspective of Newsbrandsreaders
Reading Newsbrands tends to sit with positive mood states
Reading occurs mostly at home and on public transport when attention can be focussed
Most concurrent activities do not detract from the reading experience
Newsbrands content delivered via many devices increases reach
Newsbrands compete well to reach News Junkies
News Junkies spend significant amounts of money each week
They are key influencers
They are engaged with their Newsbrand of choice engaging with ads and the journalists who write the content
Getting their “news” fix across the day from Newsbrands
www.ipa.co.uk/touchpoints
SLIDE 29
News stories from TouchPoints:
Keep taking the tablets
September 2014
Some things
don’t change
Despite phenomenal changes in how
people use the media, our core planning
objectives remain the same .......
....... to understand existing and potential
customers and place the right messages in
front of the right people when they are most
likely to be paying attention and take action
Some suggested
guidelines to
enhance advertising
effectiveness
What we will
cover today
Newsbrands are
growing with the
advent of digital
channels
Newsbrands are
more popular in
digital media than
many other formats:
significant amounts
of time are being
spent with them and
people are more
engaged
People use
newsbrands on
tablets when they
are in a more
relaxed and less
time-pressured
frame of mind and
are therefore more
receptive to
advertising
messages
But first…
who are these
people?
A lucrative
demographic
70% ABC1 and …
15-34 8.9%
25-34 16.7%35-44 20.8%
45-54 22.6%
55-64 14.5%
65+ 16.5%
Source: IPA TouchPoints 5
> £75K 125
£55 - £75K 120
£35 - £55K 99
£20 - £35K 103
< £20K 65
With more than
an average amount
of money
Source: IPA TouchPoints 5
Shop at airports 291
Go to live concerts 244
Go to theatre 216
Go to art gallery 212
Go to museum 209
Attend live sport events 157
Expert in food and wine 150
Go clubbing 134
Go to gym 130
Go to restaurants (not FF) 126
Go to pubs / bars 126
Entertain at home 123
Sociable, active
culture vultures
Source: IPA TouchPoints 5
Like to keep up with new technology 157
Friends ask my advice on brands 137
Like to keep up with latest fashions 122
Can afford to splash out on luxury goods 120
Always first to have latest things 120
Important to treat myself 106
Ahead of the curve
and fashionable
Source: IPA TouchPoints 5
Blu-Ray recorder 320
Wi fi radio 295
Apple laptop 224
Apple desktop 212
E-book reader 183
Smart TV 173
3D Blu-Ray 158
Netbook 151
i-phone 149
3D TV 147
Up to date with
technology
Source: IPA TouchPoints 5
Use wifi on underground 254
Pay extra for one off progs 230
Prefer on-line newspapers 217
Pay to stream movies 178
Watch streamed live TV 161
Films through catch up 157
Download TV progs 148
Use red button 147
Listen to music on-demand 146
Source: IPA TouchPoints 5
Media savvy
Source: IPA TouchPoints 5
Trust newspaper advertising 142
Like relevant advertising on mobile 119
Advertising helps purchase decisions 116
Like interactive ads 113
Advertising helps find products 103
And are 61% more likely
to follow brands and
advise others about them
With positive views
towards advertising
Source: IPA TouchPoints 5
Newsbrands
are growing
with the advent
of digital
channels
Each month almost 42 million
UK adults read a newspaper
37.3mare in print format
4.6m
readers are added to
the total readership
Source: NRS PADD
19.4m
read online
8.7m access digital newsbrands
exclusively via tablet and mobile
phone each month
Source: comScore (8.7m), IPA TouchPoints 5
Around a third
only read on
tablet or phone
Print Computer
MobileTablet
Understanding how it all fits together
at least once a day at least once a week
Tablet readers
frequently use
newspaper apps
37% 59%
Source: IPA TouchPoints 5
Each week…
Tablet readers
are multi-platform
61%also read a
printed version
36%also read on
a PC
25%also read on
a mobile phone
Source: IPA TouchPoints 5
Newsbrands are more popular in
digital media than many other
formats : significant amounts of
time are being spent with them
and people are more engaged
newsbrands on a tablet
each day is spent reading newsbrands on a tablet
An average of over
Source: IPA TouchPoints 5
A symbiotic relationship:
complementary rather than competitive 0
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Source: IPA TouchPoints 5Print M-FTablet M-F
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Newsbrands on tablet Any TV Shopping
52% of readership is done
90% of shopping remains
88% of shopping is done
65% of TV viewing remains
Especially
at weekends
Source: IPA TouchPoints 5
“Tell me and I’ll forget.
Show me and I’ll remember.
Involve me and I’ll
understand”Confucius, 551 BC – 479 BC
Engagement
– hardly a new concept
Time spent with tablets in front of a TV set
Newsbrand tablet readers
are less likely to be using
TV at the same time
33%all tablet users
24%tablet newsbrand readers
Source: IPA TouchPoints 5
People use newsbrands on
tablets when they are in a
more relaxed and less
time-pressured frame of mind
therefore more receptive to
advertising messages
Source: IPA TouchPoints 5
32% 32%
28%
25%23%
16%
35%
42%
32%
34%
26%
16%
Print newsbrands Tablet newsbrands Commercial TV Mobile newsbrands Online newsbrands Commercial Radio
Weekdays Weekend
Source: IPA TouchPoints 5
Tablet newsbrand readers are
the most relaxed – particularly
at weekends…
14%
16%
17%
16%
14%
9%
22%21%
20%
17%
14%13%
Tablet newsbrands Commercial Radio Commercial TV Print newsbrands Mobile newsbrands Online newsbrands
Weekdays Weekend
Source: IPA TouchPoints 5
…… they are also happier
Some suggested guidelines
to enhance advertising
effectiveness
Entertainment Communication Information
Self expression Transaction
Entertainment Communication Information
Self expression Transaction
Newsbrands Newsbrands Newsbrands
Newsbrands Newsbrands
Some of the things people say
about newsbrand tablet advertising
advertising on tablets
Encourages me to buy
- Allows me
to interact
- I trust the
brands that
advertise here
- Makes me more
positive about the
advertiser
- Easy to refer
back when you
need to
Source: Newsworks “Never let me go” research conducted by MTM
Newsbrands’ wide range of formatsprovide great flexibility and the potentialfor complementary brand messaging
Perceptions of advertising when engaging with
newsbrands via each medium:
Print Computer
Mobile
Tablet
• Fun to interact
with products
• Willing to be
diverted
• Plenty of time to
explore
People consume media along a spectrum
ranging from time pressure to relaxed
RelaxedTime pressured
And they also show different levels of
engagement in the channels they use
High engagement
Low engagement
RelaxedTime pressured
And they also show different levels of
engagement in the channels they use
High engagement
Low engagement
Radio
morning
Radio
evening
Glossy
magazinesTrade press
Internet
(searching)
Internet
(browsing)
RelaxedTime pressured
Cinema
Trade press
Tablet newsbrand readers are more
engaged and relaxed
High engagement
Low engagement
RelaxedTime pressured
Newsbrands
Key points
- Tablet readership adds lucrative and appealing audiences to
overall newsbrand consumption
- Messages should be designed and placed to capitalise on
higher levels of engagement and a more relaxed frame of mind
- TouchPoints allows us to explore more closely the relationships
that people have with newsbrands and to look further into how
they sit and fit with other media behaviour
The Brief:
The Sun’s Multi Platform Offering
Under 35s Reading Behaviour
The Sun Newspaper
% o
f p
eo
ple
re
ad
ing
So
urc
e: T
ou
ch
po
ints
20
14
Under 35s Reading Behaviour
The Sun Newspaper and iPad App
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f p
eo
ple
re
ad
ing
Under 35s Reading Behaviour
The Sun Multi-Platform
% o
f p
eo
ple
re
ad
ing
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urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
Opportunity 1: Early Birds
The Sun iPad App
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f p
eo
ple
re
ad
ing
Opportunity 2: Afternoon Digest
The Sun Newspaper
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f p
eo
ple
re
ad
ing
Opportunity 3: Evening Download
The Sun Website and Smartphone App
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f p
eo
ple
re
ad
ing
Under 35s Mood in the Morning
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f U
nd
er
35
s e
xp
eri
en
cin
g m
oo
d
Under 35s Mood in the Afternoon
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f U
nd
er
35
s e
xp
eri
en
cin
g m
oo
d
Under 35s Mood in the Evening
So
urc
e: T
ou
ch
po
ints
20
14
, A
do
be
Ad
Ho
c A
na
lysis
Ju
ly 2
01
4
% o
f U
nd
er
35
s e
xp
eri
en
cin
g m
oo
d
Creative Messaging: The Morning iPad
Using mood to inspire messaging and position
Creative Messaging: The Afternoon Newspaper
Using mood to inspire messaging and position
Creative Messaging: The Evening Website and Smartphone
Using mood to inspire messaging and position
97guardianmedia audiences not platforms 9797
Audiences Not PlatformsA TouchPoints Channel Planner case study
98
NewsbrandsEmbracing a cross platform future
The Guardianin Print
The Guardian’s desktop site
Guardian mobile
iPadEdition
iPhoneApp
AndroidApp
Guardian Weekly
Blackberry 10 App
WindowsApp
Guardian Eyewitness
for iPad
Guardian on Flipboard
Guardian on Google
Currents
GuardianWitness
The Guardian Kindle Edition
99
Delivering cross-platform audience at scale
Source: Touchpoints 5
Guardian monthly audience platform usage by platform
34% 22% 6% 38%
Print Only
Desktop Only
Mobile or App Only
Multiple platforms
100
Media, planned bought and measured around audiences
Trading: where we’re going
101
Benefits
• Being part of a transformative change
• Harnessing insight and planning to deliver advertisers what they want
• Quick to execute
• Better deal for advertisers
• Opportunity to efficiently integrate communications
• Future proofing our digital 1st strategy
• Monetizing a market leading audience
Advertisers Agencies
The Guardian
102
Our old cross-platform planning capabilities…
.com
+
+
103
… and how we’ve improved them
Audience cross-over
104
Audiences not platformsOur automated cross format planning tool.
Winner Research
and InsightAward
Winner Multiscreen
research award
Powered By:
Fused To:
105
Audiences Not Platforms Case StudyAutomotive Brand
Reach
GRPs
CPT
% 1+ Reach
OTS
ANP Optimised Campaign Formats:4,548,000
34.3
£16.25
10.5
3.27
+21%
+22%
+8%
+12%
-18%
106
One of many> 150 campaigns in 2013
+£40,000 +£20,000 +£150,000
Cross platform 2x more likely to visit store, 3x more
likely visit websiteGuardian share of
traffic 3x
Cross Platform 2.4x more likely to consider, 1.9x
more likely to talk about
107
Moving £25k from ITV to Guardian digital platforms….
Schedule 1:
£100,000 4.9 million ABC1 Adults £14.12 CPM
Schedule 2:
£100,000 5.7 million ABC1 Adults £12.31 CPM
+16% reach
108
NEW: Audiences Not Platforms V2.0
ANP v2.0
Enhanced Channel Data
Social Data
Industry Collaboration
Source: IPA TouchPoints5
Thank you
Questions?
Vanessa Clifford
Newsworks
www.ipa.co.uk/touchpoints
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