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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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Presentation Transcript
slide1

The IPA TouchPoints Initiative:

Lynne Robinson, Research Director, IPA

Iceland: 26th October 2006

slide3

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?
slide4

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
slide5

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

slide6

IPA TouchPoints: Requirement

“A tool which evaluates mixed media schedules, both for planning and post campaign evaluation”

slide7

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
slide8

The IPA TouchPoints Survey

Proprietary Data

The

IPA TouchPoints

Hub Survey

slide9

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

slide10

Deliverable 2

The first, industry available, multi-media planning system.

slide11

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
slide12

How – Hub research design

  • Television
  • Radio
  • Press
  • Outdoor
  • Cinema
  • Online
  • SMS
  • Event Sponsorship
  • Direct Marketing
  • Lifestyles/ Attitudes
  • Shopping
slide13

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
slide14

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
slide15

The Business Plan:

The Challenges

  • How to ensure such a large project was:
    • Adequately funded
    • Structured to run efficiently
slide16

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
slide17

The Operation

  • Created a small group of agencies/media owners to act as founding partners:
  • - guarantee the cost
  • - develop the technical solution
slide18

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

slide19

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
slide20

Current Status

March 2006: Stage 1 – the Hub Survey results released.

October 2006: Stage 2 – the Integrated Planning System released.

slide21

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

slide22

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
slide23

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

applying touchpoints
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

slide25

How does media fit in?

“Communication Context”

Media

Who (with)

When

Where

Usage across week

Overlapping consumption

Moments of opportunity

slide26

Families still eat & drink together

Weekends

Source: IPA TouchPoints Hub Survey 2005

slide27

Share of Written CommunicationAll adults

Source: IPA TouchPoints Hub Survey 2005

slide28

Share of Written Communication15-24s

Source: IPA TouchPoints Hub Survey 2005

slide30

Watching TV whilst multi-tasking

All Adults - Wednesday

Source: IPA TouchPoints Hub Survey 2005

slide31

Saturday ActivitiesMain shoppers who shop 2pm-2.30pm on a Saturday

Source: IPA TouchPoints Hub Survey 2005

slide32

Saturday Media MomentsMain shoppers who shop 2pm-2.30pm on a Saturday

Source: IPA TouchPoints Hub Survey 2005

the report
The Report

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

slide38

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
slide39

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
slide40

The Immediate Future

  • Discussing TouchPoints 2
  • International uptake
slide41

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?
touchpoints in iceland1
Technical Issues

The Hub Survey - Yes

The Integrated Database - Yes

TouchPoints in Iceland?
touchpoints in iceland2
Money

c. £0.5million for Hub Survey (5,000 sample)

c. £25,000 per database fused

TouchPoints in Iceland?
touchpoints in iceland3
Politics

What data do you need to operate effectively in the future for

(i) planning?

(ii) buying?

TouchPoints in Iceland
slide46

Thank You

www.ipatouchpoints.co.uk