Gen overview6

TouchPoints an overview

Contents

1. Background to IPA TouchPoints2. What is IPA TouchPoints?3. How it works4. Summary

What is IPA TouchPoints?

The first consumer centric multi media planning database

The IPA TouchPoints Concept

Provide a complete cross media planning system which helps communications specialists understand individual and combined channel contributions to a plan

A framework for bespoke data fusions

Deliver an ongoing understanding of how traditional, evolving and emerging communication media fit into people’s daily lives

A collaborative, continuous and evolving approach to consumer research

Provide a complete cross media planning system which helps communications specialists understand individual and combined channel contributions to a plan

Self-Completion Questionnaire c5,500 sample of adults in GB

Undertaken by IPSOS using NRS and RAJAR

re-contact and panels

Telephone recruitment, postal delivery and return

£20 incentive (£25 in London)

TP4 fieldwork Aug’11-Dec’11

e.Diary

The IPA TouchPoints Hub Survey

Covers ALL media channels

Lifestyles / Attitudes

Shopping

Internet

Technology

IPA TouchPoints3: Self- Completion Questionnaire

IPA TouchPoints: e.Diary

Where With whom Activites Media EmotionsWhen: by each and every half-hour throughout the day

TouchPoints Channel Planner

The IPA TouchPoints

Hub Survey

Proprietary Data

With models for SMS and Direct

Past developments

Through collaboration:

- Word of Mouth

- Mobile Internet

- Video On Demand

- Gaming

- Social Networks

021 Past Devs

Content……via what device?017 TP4 New

Technology – what are we using? 017 TP4 New

Internet – reflecting use in 2011 017 TP4 New

Internet – reflecting use in 2011

Access to the internet via different locationsat homeat workat school/college/uniat a library/internet café/kioskWiFi hotspotswhilst travelling on trains/busesGenerally on the move

Covering Blackberry messenger, Google Talk, Twitter, WhatsApp, Skype instant messenger

Increased list of websites covered includes Facebook Places, Foursquare, Groupon, Living Social and Mumsnet

Attitudes regarding :-privacy, cookie deletion, relevance of advertising online and whether respondents are happy to research online but still prefer to go to a shop to make a purchase.

017 TP4 New

Shopping, experiential and the importance of information to aid purchase decisions 017 TP4 New

Shopping, experiential and the importance of information to aid purchase decisions

Use of Tap ‘n Go technology to pay for goods/servicesIncreased list of shopping locationsGrowing list of reward cards used

Using free samplesPurchase of a product after taking a sampleApproaching promotional standsPicking up information leaflets from public places

Use of promotional vouchers……And how did you receive the voucher?

Importance of information sources and experiences when making a purchase

017 TP4 New

e.Diary Changes017 TP4 New

Location017 TP4 New

Location

If a respondent says they were “Elsewhere indoors” we ask, was it

in a pubin a caféin a restaurantat the gymin a shopping mall/centreat a supermarketin someone else’s home

017 TP4 New

Shopping/purchasing017 TP4 New

Shopping/purchasing

Where did you shop or make a purchaseIn person in a shop or storeOnline

And how much did you spend?NothingUp to £5£6 - £20£21 - £50£51 - £100£101 - £200£201+

017 TP4 New

Emoticons

These twelve emoticons will appear at the end of each half hour, after the relaxed/alert and good Mood/bad mood questions

017 TP4 New

Unwrapping TouchPoints – a compass

Unwrapping TouchPoints is available via http://unwrappingtouchpoints.com/

Source: IPA TouchPoints4

Current subscribers - Agencies

Agencies

All Response Media John Ayling MediaVest Manchester Publicis

AMS Kinetic MGOMD Pure

Arena BLM Leo Burnett Mike Colling and Co Rapp

BBH Maxus Mindshare Starcom MediaVest

Bray LeinoMcCann Erikson London MPG The 7 Stars

BrilliantMcCann Erikson Manchester MSIX Total

Carat MEC Manchester OMD UK Universal McCannFeathers/ Carat Edinburgh MediaCom PHD Media Vizeum

Hunter Lodge Mediacom North PHD North Walker Media

Initiative Media Mediaedge CIA Posterscope Zenith Optimedia

All of the top twenty Media Agencies


Current subscribers – Media Owners

Media OwnersBauer Consumer Media JCDecauxCBS News InternationalChannel 4 Newspaper SocietyClear Channel Pearl and DeanDC Thomson RABDCM STVGlobal Radio The GuardianITV Thinkbox


TIMESCAPE is availablevia

www.ipatouchpoints.co.uk

TouchPoints looks at every aspect of consumer context

Your target

A 360 degree view of your target

Demographics

Product use

Who with

Location

Media

LifeActivities

Source:IPA TouchPoints3


age

gend

er

Emotions by age and gender

Average Hours

% Reach


All Adults: Weekly reach vs. average hours consumed by medium

% Reach

Average Hours Source: IPA TouchPoints4

Adults aged 15-24: Weekly reach vs. average hours consumed by medium

Magazine Online


Internet

tiredNewspapers/Magazines

Out of Home

TV (Commercial)

Correlation between mood and media consumption?

Base: All Adults 15+


Attitudes to media – by mood, Top indexing statements vs All adults


Weight of media consumption – by mood, Top indexing statements vs All adults

Newspapers – What Apps & Websites Add to Print Readership

Source : IPA TouchPoints4

Tabloid=Sun, Mirror, Star, RecordMid=Express, Mail, MetroQuality=I, Times, Independent, Guardian, FT, Telegraph

National Newspaper Print=Looked at last 7 days SCQApp=Using app last 4 weeks SCQWeb=Weekly+ visit web site SCQ

+14%

+12%

33.4

27.1

+24%24.3

The combination of print, web and apps

Source IPA TouchPoints4

60.7

10.4

7.3 6.2

5.17.2

3.2

69.3

8.2

7.7

3.5

5.2

2.9

3.2

Qualities (All readers)Daily Mail/Mail on Sunday

(All readers)

Print Web Apps

The Cross-Platform Reach of Media Conglomerates

Source : IPA TouchPoints4


Good Mood by day of week

Bad Mood by day of week

Friday 10.30Tuesday 2.30 pm Wednesday 5pm

Conversation catalysts – share of time spent with communication channels


003 CS

Online not TV school run mums

School run mums in London (driving with kids between 8.00 and 9.30 or 3.30 and 5.00 Mon-Fri)

4. A WEEK IN THE LIFE OF….

Who are they?

I shop around to make sure I’m getting the best value for money 28%, 115I actively seek out special offers 24%, 131I’m taking advantage of bargains during the recession 22%, 125I budget very carefully when doing the household shop 21%, 143I worry a lot about money 22%, 138

I tend to make personal decisions without consulting others 15%, 122I often buy things on impulse 7%, 134I tend to take my time when making purchasing decisions 11%, 87I often act on impulse 8%, 129When buying products tend to quickly spot something that suits me 6%, 102

I am very sensitive to how others are feeling 20%, 152I tend to get stressed out very easily 15%, 133I’m always concerned about what others think 15%, 178

My family comes before my career 39%, 130I put my family’s needs before my own 28%, 125It’s not possible to have a completely satisfied life without kids 9%, 135

I’m always on the look out for new and exciting things to do 9%, 137I try to go somewhere different on holiday every time 15%, 126When I see a new brand I often buy it to see what it’s like 6%, 153

Thrifty

Impulsive

Sensitive

Maternal

Adventurous

Majority B (29%, 125) or C1 (29%, 101)

35% are uni graduates

£32k household income

50% are married (101), with 18% living with a partner (136)

Likely to have kids in the household (63% have at least one child <15)

72% are in either part or full time work

Brand For Me

46%, 117 (At home)

30%, 146

30%, 151

21%, 152

25%, 165

22%, 115

Technology Personally Use

CCS Summer 2009Definitely agree with lifestyle statements

Who are they?Celebrities They Like

Cool Media Brands

Word Of Mouth Topics

Gathering data

To draw an accurate picture of a typical week in the life of a Baileys consumer, we have used a combination of CCS and TouchPoints data

This has allowed us to look at each weekday in fine detail, from activities performed each half hour, to

favourite media choices and brands

*Touchpoints audience: Women 25-44 who drink Baileys most often

Monday

at 7am. Wake up and go down to make .

Whilst the kids she makes their , before .

Listens to during commute to work.

Arrive at work at 9am. Check whilst computer loads, and look at photos from

weekend on . Have at 11am, send to a friend.

Breaks for lunch at 12.30pm, goes out to grab from . Goes online,

checks , , , has a look at .

Leaves work at 4pm and . Listens to . Once home, catches up with

kids on their day and they have . Puts on and starts to prepare dinner

( from Sunday dinner).

at 6pm, and they . The whole family watches after dinner.

Put the kids to bed at 8pm, and whilst catching up with partner.

Go to bed at 9.30pm, flick through before reading next chapter of .

7am.......

11am...

1pm...

4pm.....

6pm..

8pm..

Midnight

Monday activities

Eating/drinking spike

Drop in childcare

Leaves work

Small relaxation spike

Monday media consumption

School run

Internet peak

Morning radio spike

Concurrent media consumption

Dual TV and internet consumptionAttention more focussed here

Selecting the connection moments to go after

7am

11am

4pm

11pm

8pm

Coffee & Social Break

In The Moment

The Connection Moment Motivation Media Touchpoints

Commute/ School Run In Need Of A Moment

6pm Top-Up Shop Preparing For A Moment

OOH/Sampling

Radio

MobileDigital

POSRadio

Relaxing in front of TV In The Moment TV Digital On-

Pack

Not Baileys consumption occasion

Key media opportunity


7am

11am

4pm

11pm

8pm


In The Moment




OOH/Sampling

Radio

MobileDigital

POSRadio


Pack

Tactical media/sampling

opportunity


7am

11am

4pm

11pm

8pm


In The Moment




OOH/Sampling

Radio

MobileDigital

POSRadio


Pack


Shopper Marketing

opportunity

Connection moments during the average Saturday

7am

11am

4pm

11pm

Family Breakfast

In The Moment


7pm

DMC!

Out Socialising In The Moment On-Trade

9am XChecking Social Arrangements

Preparing For A Moment Mobile

Mobile


Limited media access

On-Trade promotions/visibilit

y opportunity

Channel Planner

The Channel Planner

• Groupings• Media brand platforms• Bespoke

• Exclusive Reach• Effective frequency

distributions and ranges• Competitive interrogation

• Covers all media• Total & individual reach and

frequency• Cost comparisons• Scenario planning• Multiple audiences

• Behavioural targets• Planning to buying

conversions

Why is this important?

—Most campaigns are truly multi media—Need to be able to demonstrate that we

are using the best combinations—Need to show the advertiser what they are

getting for their investment—Need to show that we understand the

consumer

Retail Client MEC

61

MediaCom identified a multimedia partnership as a key component of their communication strategy to support Wrigley’s 5

Wrigley, MediaCom

Launched in the UK after a huge success in the USA

003 CS

Wrigley, MediaCom

TouchPoints is uniquely able to calculate combined reach and frequency across all channels against either standard or user created media groups. MediaCom were able to compare the combined reach vs their target audience, offered by their potential partners RSVP and Bauer.

003 CS

IPA TouchPoints was able to demonstrate that the Bauer solution generated significantly higher reach at 63% than that of RSVP at 48%.

Wrigley, MediaCom003 CS

Amplifying a TV Campaign

Targeting ABC1 Adults

Solus TV campaign reaching 2/3rds of ABC1s

£500k TV Campaign=

151 ABC1 TVRs

Solus TV Campaign

Source: TouchPoints / POSTAR

Removing 1/3rd of the budget lowers cover by 10%pts

£500k TV Campaign=

151 ABC1 TVRs

£333k TV Campaign=

101 ABC1s TVRs

Solus TV Campaign

Take 1/3rd off TV budget

Source: TouchPoints/ POSTAR

Including Outdoor for the same budget delivers additional 16%pt cover

£500k TV Campaign=

151 ABC1 TVRs

£333k TV Campaign=

101 ABC1s TVRs

£333k TV + £167k OOH=

397 ABC1s TVRs

Solus TV Campaign

Take 1/3rd off TV budget

Re-invest in OOH

Source: Mediaplanner / POSTAR

Outdoor delivering an additional 60,987 impacts

37,320 98,307

+163%

Solus TV Campaign TV & Outdoor Campaign

Source: Mediaplanner / POSTAR

Outdoor delivering an additional 109% frequency

2.3 4.8Solus TV Campaign TV & Outdoor Campaign

Source: TouchPoints/ POSTAR

TouchPoints Key benefits

• Huge amount of new and unique consumer behaviour data

• Fusion with TGI also offers info such as product usage, geo demographics etc.

• Channel planner tells us what each medium delivers on a campaign and what each media channel delivers

• Can be fused with individual proprietary research to further enrich the data

• Research controlled by agencies!

Questions

www.ipatouchpoints.co.uk

013 Questions

Gen overview6

Documents

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