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What is it?
A unique industry initiative
A consumer-centric and time-based survey
Embracing all (measurable) channels
With a single source planning capability
A comms planning framework
A Major Step Forward
The Reality
THEN NOW
Simple Complex
One target audience
Predictable behaviour
Multiple audiences
Behaving differently
TV
+(?) Press/posters
Multi-channel
Multi-media
Multi-context
Multiple-moments
One way Multi-dimensional/two way (technology)
Right message right place Multiple messages at right time right
moment right place right context !!!!
Why TouchPoints?
Multi-layered…multi-media solutions
A holistic consumer view
Context
Differences not averages
Who’s; how’s; when’s and where’s
Connector data
Multi-channel/multi media planning capability
Industry sources not equipped
TouchPoints brief and specification in 2004…..
Some reaction….
“It’s fantastically important”
Agency
“It’s very powerful… and that’s not
something we have had before”
Agency
“There’s a level playing field at last”
Media Owner
“There’s enough in there to put a person on it for a year to get everything
out!”Media Owner
“It’s making us think about the way we do planning and the way
we are structured”Agency
“Two years from now, our industry award-winners will be crediting Touchpoints in their
acceptance speeches” Agency
“TouchPoints is fundamentally changing the way we are looking at our business. We are placing the audience at the centre of what we
do..” Media Owner
The Hub Survey
Respondents complete:
(i) a substantial, self-completion contact questionnaire
(ii) 7 day, PDA diary, collecting data each ½ hour
A “week in the life” picture plus views and opinions + media consumption etc.
Sample size of 5,010
Contractor TNS
Successfully piloted, completed and delivered through bureaux systems
Self - completion questionnaire
Communication channels covered: Traditional
TV, National & Regional Newspapers, Magazines,
Radio, Outdoor, Cinema Plus ‘new’
e.g. Direct, Event Sponsorship, On-line, SMS
Including use of technology
Attitudes to media
Lifestyle and attitudinal data
Shopping data
PDA
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
LocationAll adults - Wednesday
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:0018:00 19:00 20:00 21:00 22:00 23:00
Home And Asleep Home Not Asleep Out
Integrated planning system
Hub Survey captures contact with channels
TouchPoints respondents matched to currencies via 50,000 Establishment Survey Based on time spent with each medium
Micro details from currencies
A TouchPoints channel planning system Integrated data basis of multi-media analysis
Common planning ‘contact’
Designed to be weighted
Launched 5th October 2006
The Report
Easy to Interpret Results with Frequency Distribution, Unique Media Cover and Results
by Medium and Combined Schedule
The role of the Hub Surveyand integrated database
Part 1 - Hub first part of the targeting story
Looking at consumers and how they spend their time
And the role of media in their lives
Part 2 - Amplified by integration into currencies through ‘hooks’
Part 3 - Amplified further by integration into TGI and other standard
sources
Part 4 – Amplified further by integrating into proprietary research and
other databases
Fully exploiting the potential
Applying TouchPoints
Consumers
“Life data”
½ hour by hourDay by day….across the week
“Work; rest and play”Shopping/entertaining/media/technology
Defining markets
Consumers
“Collections of Consumers”
vs. Time Poorvs. Have Notsvs. Premium Shoppersvs. “Hedonists”
Time RichDigital HavesValue Shoppers“Home-birds”
0
1000
2000
3000
4000
5000
6000
00:00 01:3003:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:0022:30
Audience 000s
Eating/ Drinking Shopping Relaxing Watching/ Using The TV
The family together as a unitWednesday
0
50
100
150
200
250
300
350
400
00:00 01:30 03:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:00 22:30
Audience 000s
On my own With Partner & Kids With Partner Only With Children Only
Families shoppingWednesday
0
500
1000
1500
2000
2500
3000
3500
00:00 01:3003:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:0022:30
Audience 000s
On my own With Partner & Kids With Partner Only With Children Only
Families relaxingWednesday
0
200
400
600
800
1000
1200
1400
1600
1800
00:00 01:3003:00 04:30 06:00 07:30 09:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:0022:30
Audience 000s
On my own With Partner & Kids With Partner only With Children Only
Families eating & drinkingWednesday
But varies by type of family groupWednesday
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
00:0001:3003:0004:3006:0007:3009:0010:3012:0013:3015:0016:3018:0019:3021:0022:30
%
Women+Kids FT Women+Kids PT Women+Kids NW
Source: IPA TouchPoints Hub Survey 2005
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
00:00 01:00 02:00 03:00 04:00 05:0006:00 07:00 08:00 09:00 10:00 11:00 12:00 13:0014:00 15:00 16:00 17:00 18:00 19:00 20:00 21:0022:00 23:00
Women+Kids FT Women+Kids PT Women+Kids NW
Women+Kids No Partner Men with Kids
Source: IPA TouchPoints Hub Survey 2005
Work around the house + childcareWednesday
Saturday activitiesMain shoppers who shop 2pm-2.30pm on a Saturday
Source: IPA TouchPoints Hub Survey 2005
0.0
5.0
10.0
15.0
20.0
25.0
00:0000:3001:0001:3002:0002:3003:0003:3004:0004:3005:0005:3006:0006:3007:0007:3008:0008:3009:0009:3010:0010:3011:0011:3012:0012:3013:0013:30
%
Washing/Dressing
Eating/Drinking
Housework/Jobs Around the House
Working/Studying
Sports/Exercise
Relaxing/Nothing in Particular
Saturday media momentsMain shoppers who shop 2pm-2.30pm on a Saturday
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
00:0000:3001:0001:3002:0002:3003:0003:3004:0004:3005:0005:3006:0006:3007:0007:3008:0008:3009:0009:3010:0010:3011:0011:3012:0012:3013:0013:30
TV
Websites
Newspapers
Magazines
Radio
How does media fit in?
Media
“Communication Context”
Who (with)WhenWhere
Usage across weekOverlapping consumption
Moments of opportunity
0
10
20
30
40
50
60
70
80
00:0001:0002:0003:0004:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:0017:0018:0019:0020:0021:0022:0023:00
% Participating
Emailing TV Viewing Talking/Chatting Face to Face Texting
Heavy EmailersSelected activities - Wednesday
0% 20% 40% 60% 80% 100%
Profile
Landline callers
Web Surfers
Verbal communicators
Mobile callers
Text Senders
Light Medium Heavy
Heavy EmailersOther communication channels
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
Communication groups Mosaic type
Readership of selected daily newspapersAcross Saturday - ABC1 Adults 35+
0
50
100
150
200
250
300
350
400
450
06:00-06:30 07:00-07:30 08:00-08:30 09:00-09:30 10:00-10:30 11:00-11:30 12:00-12:30 13:00-13:30 14:00-14:30 15:00-15:30 16:00-16:30 17:00-17:30 18:00-18:30 19:00-19:30 20:00-20:30 21:00-21:30 22:00-22:30 23:00-23:30
The Sun Daily Mail Daily Telegraph The Express Any Quality
000’s
0.0
10.0
20.0
30.0
40.0
50.0
60.0
00:0001:3003:0004:3006:0007:3009:0010:3012:0013:3015:0016:3018:0019:3021:0022:30
%
Watching TV M ulti-Tasking Whilst Watching TV
Watching TV whilst multi-tasking All Adults - Wednesday
Source: IPA TouchPoints Hub Survey 2005
All 18-34 Men vs.18-34 Men out on a Saturday night
0
5
10
15
20
25
30
35
40
45
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
%
Men 18-34 TV V iew ing Men 18-34 Out Saturday Night TV V iew ing
Men 18-34 Radio Listening Men 18-34 Out Saturday Night Radio Listening
Including magazines
0.02.0
4.06.08.0
10.0
12.014.0
FHMNutsQ Zoo
MaximLoaded
BBC Top GearWhat'S On TvTv Choice
Heat
Auto TraderMen's HealthMax Power
%
All Men 18-34 Men 18-34 out on a Saturday Night
Location of mobile phone activity – Talking 15-24 year olds
Work / School / College
23%
Travelling14%
At home
39%
Somewhere
else outdoors13%
Somewhere
else indoors11%
Source: IPA TouchPoints Hub Survey 2005
Who with when using the mobile - Talking15-24 year olds
Work
13%
Family
36%
On own
19%
Other
12%
Friends20%
Source: IPA TouchPoints Hub Survey 2005
Reading5%
Watching / using TV
24%
Listening to the radio
16%None of these46%
Looking at websites
9%
Source: IPA TouchPoints Hub Survey 2005
Other media exposed to whilst using the mobile phone
Cross-media consumptionEvery Wednesday…
46% of those who read a celebrity magazine,
also send a text.
40% of adults who watch sport on TV,
also read a national newspaper.
27% of adults who play on a games console,
also read a national newspaper.
20% of quality newspaper readers,
also look for product information on the web.
Cross-media consumptionaverage Wednesday
Travel - FridayMetro Readers vs Adults
0.00
5.00
10.00
15.00
20.00
25.00
30.00
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Adults Travelling Metro Readers Travelling
High rush hour and evening travel
Usage of the InternetPost Friday Tube JourneyAdults living in London ISBA region
86%
14%
Online at w ork Friday post 9:00 AM
Not online at w ork Friday post 9:00 AM
86% of tube users on a Friday in Londongo online at work following their tube journey
Mail On Sunday Readership and ShoppingSunday
M OS Readership vs Shopping
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Adult Sunday Shopping MOS Readers Sunday Shopping MOS Readership
A high proportion of reading occurs prior to shopping
Mood - Top Quintile Wednesday
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
00:0001:00 02:00 03:00 04:00 05:0006:00 07:00 08:00 09:00 10:0011:00 12:00 13:00 14:00 15:0016:00 17:00 18:00 19:00 20:0021:00 22:00 23:00
%
Working Full-TimeUnemployed
Full Time Workers’ mood improves as the working day progresses
‘Me’ time
What do individuals in relationships do when
they are not with their partner?
Is their choice of media different when they are
alone?
Are they in a better mood when they are alone?
Reality TV Fans
‘One of my favourite types of programmes’
What other types of TV programmes do they like?
What types of magazines do they read?
What are there favourite magazines?
Reasons for watching TV and reading magazines
Demographics
Sociability
Values
Increasing Readers
Establish essential core values of existing audience
Find ‘twins’ who share these core values but who don’t
currently consume the media
Map media likes and dislikes against existing audience
and ‘twins’
What should we add to the media to attract the twins?
What are the current barriers to entry?
Increasing Readers
Size of potential audience
Overlaps with other media
Who are they?
How do they spend their lives?
How valuable are they? To the media owner
To the advertiser
Insights through:PDA + self completion questionnaire
Where, who with, activities, media – by half hour
TV, Newspapers, Magazines, Radio, Cinema, Posters
Internet, Mobile Phones, SMS Text, Direct mail, Sponsorship
Shopping, Travel
Views and opinions
Demographics, Geodemographics, Life-stage
Etc.
Connections; interrelationships & multi-dimensional insights
Demographics Life-stage Lifestyle
Activities Who withWhere at
NewspapersTV Radio
Cinema
Direct Mail
Sponsorship
Communication Media values
Life values
Brand/product values
Travel
Out of home media
TechnologyTextMobile phone Shopping
Time Multi-tasking
Internet
Role in the planning process
Brand
Consumers Media
“Reward on time the new communication metric”
“Week in Life” Key discriminator
Time
Meeting the planning challenge
Filling a void Context linked to detail
Embelishing the context
Creativity and science
A new planning standard
Integrated and benchmarked
Informing budget setting and allocation
Value to Media Owner Partner
Broadens frame of reference All media
Early window of influence Channel selection & £
Reduces structural barriers
Level playing field
New perspective across media interests
Key Strategic Tool
At different levels
As a marketing tool New perspective on audiences
A sales development tool Means to sell in multi-media context
A business tool New opportunities
Summary
Designed to assist in the new environment
Learning curve for all
Widespread applications
Opportunity to support other work
And to add value to TouchPoints
A Major Opportunity