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?

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

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

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

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

The IPA TouchPoints Hub Survey Proprietary Data The IPA TouchPoints Survey

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

Deliverable 2 The first, industry available, multi- media planning system.

Undertaken by TNS 5,000 sample of adults in GB Used range of TNS access panels Telephone recruitment, postal delivery and return £20 incentive How – the Hub Survey

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

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

The Business Plan: The Challenges How to ensure such a large project was: Adequately funded Structured to run efficiently

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

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

Media Owner AOL (UK) Ltd BBC Chrysalis Radio J C Decaux The Guardian ITV News International smgACCESS Tesco Media Services Wanadoo Agencies (IPA MFG) Initiative MediaCom Mediaedge: CIA Media Planning Group MindShare OMD UK PHD Media Ltd Starcom MediaVest Universal McCann Vizeum ZenithOptimedia Founding Sponsors

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

Current Status March 2006: Stage 1 – the Hub Survey results released. October 2006: Stage 2 – the Integrated Planning System released.

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 New sponsors

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

Demographics Life stage Lifestyle Activities Who with Where at Newspapers TV Radio Cinema Internet Direct Mail Sponsorship Communication Media values Life values Brand/product values Travel Out of home media Technology Text Mobile phone Shopping Time Multi-tasking Connections; Interrelationships & Multi-Dimensional Insights Magazines

Applying TouchPoints Consumers “A Picture of Life” ½ hour by hour Day by day...across the week “Work; rest and play” Shopping/entertaining/media/technology

Media “Communication Context” Who (with) When Where Usage across week Overlapping consumption Moments of opportunity How does media fit in?

Families still eat & drink together Source: IPA TouchPoints Hub Survey 2005 Weekends

Source: IPA TouchPoints Hub Survey 2005 Share of Written Communication All adults

Share of Written Communication 15-24s Source: IPA TouchPoints Hub Survey 2005

Watching TV whilst multi-tasking All Adults - Wednesday

Saturday Activities Main shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

Saturday Media Moments Main shoppers who shop 2pm-2.30pm on a Saturday Source: IPA TouchPoints Hub Survey 2005

Doing nothing in particular (weekdays)

Seeking information on products and services on the net

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

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

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

The Immediate Future Discussing TouchPoints 2 International uptake

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? Technical Issues The Hub Survey - Yes The Integrated Database - Yes

TouchPoints in Iceland? Money c. £0.5million for Hub Survey (5,000 sample) c. £25,000 per database fused

TouchPoints in Iceland Politics What data do you need to operate effectively in the future for (i) planning? (ii) buying?

Thank You