David Fletcher, Head of Analytics and Insights at MEC, focused on how to integrate the different media hierarchies, exposed by the TouchPoints data. His insights included:
• Time spent by channel is largely static, except for the internet which as increased.
• Display advertising is driving search advertising.
• New platforms such as VOD are already significant.
• People are not just gaming on consoles.
• Social networking is often not consumed exclusively, but while watching television, or studying.
• People share advice on certain key sectors, such as mobile phones, computers and jobs on Facebook, but not on others such as gardening, DIY or cars.
David Brennan, Research and Strategy Director, Thinkbox, explained how TV is a ‘moveable’ feast in his presentation. His key points included:
• TV is still dominant in our media day, as TV consumption is higher than other media for most of the day.
• Overall, TV has highest volume and reach.
• Around 64% of all peak time TV viewing is shared with family and friends.
• TV ads are a trusted form of communication.
• 29% of all social networking is done in front of the TV.
Stuart Garvie, Media Manager, Danone UK, discussed how Danone has managed to use the TouchPoints data to accurately pinpoint their key target audience. His key insights included:
• TouchPoints reveals the profile of a healthy eater: what makes them tick and what activities they are doing where and when, so as to deduce the best time to target them.
View the full presentations here.