Industry demonstrates how it has used TouchPoints data
Agencies, advertisers and media owners gathered together at the IPA TouchPoints Initiative seminar, TouchPoints: Vision vs Practice last week, to outline how they have successfully utilized the TouchPoints Survey to enhance their businesses, one year on from its initial launch.
The IPA TouchPoints Survey was launched in spring 2006. It is an agency-led initiative designed to provide major insights into the behaviour of an increasingly complex communications world. It provides an in-depth picture of consumers' daily lives, how they spend their time, and how this fits in with their multi-media usage. TouchPoints also delivers the first industry-available multi-channel planning system.
In total, nine representatives from all sectors of the industry, including individuals from Starcom, Carat Insight, BLM, Media Planning Group, Orange, JCDecaux, News International, COI and ISBA spoke of the clarity, flexibility and insight that the TouchPoints data provides. Using examples of briefs that they have worked on, the speakers demonstrated, to a capacity audience, how they have interpreted and tailored the TouchPoints data to segment and understand their core audiences.
David McEvoy, Group Marketing Director, JCDecaux explained how by 2012, people will spend more time away from home than at home, and how by using TouchPoints they have been able to better target the ‘M-Generation’ (mobile generation). “TouchPoints is fundamentally changing the way we are looking at our business. We are placing the audience at the centre of what we do and seeing how outdoor touches their lives in context with all other media. It has allowed us to segment the population by people’s mobility.”
Stuart McDonald, Head of Advertising Insight at News International explained how he had used the consumer-insights that TouchPoints provides to learn how to “better target afternoon commuters.” From this data, News International worked out that the optimal distribution times for thelondonpaper were between 4.30pm to 7.30pm.
Further presentations included Denise Tuner of Media Planning Group on how the agency used TouchPoints to win the BBC's business, by understanding the behavioural habits of the 16-24s in order to interact and engage with them in the right medium and at the right times. Jeremy Found of the COI discussed how they used TouchPoints in their advertising campaign to stop kerb crawlers, and in their campaign for ‘Enjoy England’.
To view the presentations from the seminar, please click here.
Future steps for the IPA TouchPoints Initiaitve, were outlined by IPA Senior Media Research Manager Belinda Beeftink. This will include the re-issuing of the Integrated Planning Database in mid June 2007 which will include new data from the following media: television, regional print, outdoor and cinema.
TouchPoints 2's new hub survey will be launched in early 2008 with the integrated database due to be launched by the end of Q1 2008. TouchPoints 2, is currently finalising funding, new sponsors have been signed, and TNS is working with the IPA to finalise the hub survey questionnaire.
Said Belinda Beeftink, Senior Media Research Manager, IPA, “The fact that there were nearly 200 attendees at this seminar demonstrates more than anything else the importance of TouchPoints and its relevance to our business today. There was a clear view from all sides of the industry (agency, media owner and more importantly advertiser), that TouchPoints has a vital part to play in the development and implementation of campaigns which are consumer based and multi media driven.”
For further details of TouchPoints, please contact Lynne Robinson, Research Director firstname.lastname@example.org or Belinda Beeftink, Senior Media Research Manager, email@example.com at the IPA.
Last updated 05/06/2008