Why was it produced?
IPA TouchPoints arose out of the need felt by agencies for a multi-media planning tool, which would enable them to produce more realistic media strategies and plans.
This need was driven by changes in the media landscape:
- the proliferation in consumer choice in both the number of media available and the channels available within each medium;
- the increasing control by consumers of the media they consume;
- the need for an industry-led, media neutral approach and the fact that each industry media survey is medium-based and will probably remain so due to their financial, political and technical make up;
- the growing number of proprietary research studies being undertaken to understand the new media landscape, and the resultant need for a tool which allows users to integrate these findings.