The IPA TouchPoints Initiative:

Lynne Robinson, Research Director, IPA

Iceland: 26th 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

How – Hub research designBy 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 OwnerAOL (UK) Ltd

BBCChrysalis Radio

J C DecauxThe Guardian

ITVNews International

smgACCESSTesco Media Services

Wanadoo

Agencies (IPA MFG)Initiative

MediaComMediaedge: CIA

Media Planning GroupMindShareOMD UK

PHD Media LtdStarcom MediaVestUniversal McCann

VizeumZenithOptimedia

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 - CreativeBBHPublicis

Agencies – MediaAll Response MediaBJK&EBLMBrilliant Media Carat, including: Carat InsightFeather Brooksbank John Ayling and AssociatesMediaVest Manchester MGOMD NakedUniversal McCann Midlands Walker Media

Agencies - DirectAIS

Agencies - Digitali-LevelWheel

Media OwnersFlextech Television including: UK TVids Yahoo

OtherFuture 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 stageLifestyle

ActivitiesWho with

Where at

Newspapers

TVRadio Cinema

InternetDirect Mail

Sponsorship

Communication

Media values

Life values

Brand/product values

Travel Out of home media

TechnologyTextMobile phone

Shopping

Time

Multi-tasking

Connections; Interrelationships & Multi-Dimensional Insights

Magazines

Applying TouchPoints

Consumers

“A Picture of Life”

½ hour by hourDay by day...across the week

“Work; rest and play”Shopping/entertaining/media/technology

Media

“Communication Context”

Who (with)WhenWhere

Usage across weekOverlapping consumption Moments of opportunity

How does media fit in?

Families still eat & drink together

0

200

400

600

800

1000

1200

1400

1600

1800

000s

On my ownWith Partner & KidsWith Partner onlyWith kids only

Source: IPA TouchPoints Hub Survey 2005

Weekends

Source: IPA TouchPoints Hub Survey 2005

Share of Written CommunicationAll adults

E-mailing48.4%

Talking in Internet chatroom / Instant

Messaging9.7%

Letter Writing12.9%

SMS29.0%

E-mailing27.9%

Talking in Internet chatroom / Instant

Messaging19.7%

Letter Writing4.9%

SMS47.5%

Share of Written Communication15-24s

Source: IPA TouchPoints Hub Survey 2005

Mosaic

0

50

100

150

200

250

A Symbols ofSuccess

B HappyFamilies

C SuburbanComfort

D Ties ofCommunity

E UrbanIntelligence

F WelfareBorderline

G MunicipalDependency

H Blue CollarEnterprise

I TwilightSubsistence

J GreyPerspectives

K RuralIsolation

Heavy Email Senders Heavy Text Senders Frequent Letter Writers Heavy Phone Callers

Source: IPA TouchPoints Hub Survey 2005

Watching TV whilst multi-tasking All Adults - Wednesday

0.0

10.0

20.0

30.0

40.0

50.0

60.0

%

Watching TV Multi-Tasking Whilst Watching TV

Saturday ActivitiesMain shoppers who shop 2pm-2.30pm on a Saturday

0.00

5.00

10.00

15.00

20.00

25.00

Washing/Dressing

Eating/Drinking

Housework/Jobs Around the House

Working/Studying

Sports/Exercise

Relaxing/Nothing in Particular

Source: IPA TouchPoints Hub Survey 2005

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00

00

:00

00

:30

01

:00

01

:30

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:00

02

:30

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:30

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:30

13

:00

13

:30

TV

Websites

Newspapers

Magazines

Radio

Saturday Media MomentsMain shoppers who shop 2pm-2.30pm on a Saturday

Source: IPA TouchPoints Hub Survey 2005

Doing nothing in particular (weekdays)Weekdays - doing nothing in particular

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

00:

00-0

0:30

01:

00-0

1:30

02:

00-0

2:30

03:

00-0

3:30

04:

00-0

4:30

05:

00-0

5:30

06:

00-0

6:30

07:

00-0

7:30

08:

00-0

8:30

09:

00-0

9:30

10:

00-1

0:30

11:

00-1

1:30

12:

00-1

2:30

13:

00-1

3:30

14:

00-1

4:30

15:

00-1

5:30

16:

00-1

6:30

17:

00-1

7:30

18:

00-1

8:30

19:

00-1

9:30

20:

00-2

0:30

21:

00-2

1:30

22:

00-2

2:30

23:

00-2

3:30

'000

s

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

www.ipatouchpoints.co.uk