IPA TouchPoints arose out of the demand by agencies for a multi-media planning tool which would enable them to produce more realistic media strategies and plans.
This demand was driven by changes in the media landscape:
- an increase in 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
- the need of a broader platform to fuse with the increasing number of proprietary research studies