welcome! [] · ams john ayling mullenlowe the7stars ... identified which media was being consumed...

www.ipa.co.uk/touchpoints

Welcome!

#IPATouchPoints

Wi-Fi:

IPA_Public

IPA100years

Tweet Us:

@The_IPA

#IPATouchPoints

Why are we here?

- To get a better understanding of how you are using TouchPoints

- To find out the barriers to use

- To discover what we can do to deliver more value in your day to day use of TouchPoints

- To give you a voice in the development of TouchPoints

#IPATouchPoints

Thank you!

#IPATouchPoints

This morning’s agenda

• An Introduction to TouchPoints

• TouchPoints quiz

• Top 5: Frequent TouchPoints roadblocks

– Defining audiences

– What is a ‘Wildcard’?

– What’s in a summary category?

– Creating a ‘Day in the Life’

– Using TouchPoints and TGI together

• Client briefing

• Case studies

• Questions and other business

• Close

• Next meeting

#IPATouchPoints

TouchPointsChampions Introduction


#IPATouchPoints

TouchPoints:

The IPA’s unique, consumer-centric, cross-media, cross-

device database which is one of the must-have databases for

the industry with over 60 agencies and media owners now

subscribing.

#IPATouchPoints

Why did the industry ask for TouchPoints?

The media currencies are in silos

BA

RB

RA

JA

R

PA

MC

O

RO

UT

E 30%

30%

[?%]

We need an impartial tool

to measure cross media campaigns

#IPATouchPoints

A multi-layered approach

6,000 Nat Rep GB

Sample

#IPATouchPoints

Current subscribers – 43 AgenciesAgencies

All Response Media Initiative Media Mindshare RP2

AMS John Ayling MullenLowe the7stars

Arena Media Kinetic OMD UK S3 Advertising

Carat London Leo Burnett PHD Media The Specialist Works

Carat Manchester Manning Gottlieb OMD PHD North Starcom MediaVest

Carat Edinburgh Maxus Posterscope Target Media

December 19 MEC London Publicis Total Media

Havas MEC Manchester Pure Media Universal McCann

Goodstuff MediaCom Rapp Vizeum

Hearts & Science MediaCom North Rapport Zenith Media

Hunter Lodge MC&C Republic of Media

#IPATouchPoints

Current subscribers – 26 Media Owners

Media Owners

Bauer Magazines Newsworks

Bauer Radio News UK

BBC Northern & Shell

Channel 4 Ofcom

Clear Channel Pearl & Dean

DCM RadioCentre

Express Newspapers Royal Mail

Exterion Sky

facebook STV

Global Radio Trinity Mirror

The Guardian Telegraph

ITV Thinkbox

JC Decaux

#IPATouchPoints

Source: TouchPoints 2016

The media landscape

0

10

20

30

40

50

60

70

80

90

100

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5

% W

eekly

reach

Average daily hours (Avg Day)

Published

brands

Cinema

TVOOH

Messaging

Internet

Social

Networking

Radio

Adults

15+Millennials

#IPATouchPoints


There’s a world of great TouchPoints information to

help you – ipa.co.uk/touchpoints

#IPATouchPoints


Introduction to TouchPoints Time Tracker

#IPATouchPoints

Carat and Lurpak

Daily Life and Mood example

#IPATouchPoints

“How can our

budget best be

used to sustain

Lurpak’s ‘good,

proper food’

campaign?”

“Only advertise

when the

nation’s mood is

low and the

message will be

most inspiring.”

TouchPoints provided 4 key insights

The client came with a question........

#IPATouchPoints

Source: TouchPoints 2016#IPATouchPoints


‘000

sMonday WorriedWeekday Worried

Monday SadWeekday Sad

Monday morning

stress

Lunchtime- time to worry about life again?

Rush-hour- looking forward to being home?

2. Monday was a key worry day

#IPATouchPoints


WorriedSad


3. Identified which media was being consumed at Sad

and Worried moments, from which a Mood/Media Day

in the Life could be created

#IPATouchPoints

4. Sunday exposures to OOH were significantly lower

than the rest of the week

TV bursts began on Sunday evening and ran through to Wednesday when sadness tailed

off.

#IPATouchPoints

Sales rose 9% YOY and saved client over £1.2 million

on a normal campaign planning approach

“(The campaign) ......... perfectly met this year’s

challenges for Lurpak as a business. Using mood to

understand the best time to communicate to our

audience breaks new media ground, creating cost

savings and delivering results across the board.”

Sam Dolan, Lurpak Senior Brand Manager

#IPATouchPoints

ITV - Mindshare


#IPATouchPoints

The valuable yet elusive 16-34s have been pulled in

by TOWIE

However, as series progress as well as bringing in new viewers it’s key to build

awareness of the multiple episodes and build frequency

Source: IPA TouchPoints3#IPATouchPoints

Owned media only reaches 43% of 16-34s 3x

Reaches 43.3% 16-

34s 3+

(51.9% all ads 3+)


Press and digital plans delivering targeted reach and

impact to generate talk ability


Reaches 87.4% 16-

34s 3+

(79% all ads 3+)

Same spend now delivers 87.4% of 16-34s 3x


Passive Data - UM


#IPATouchPoints

For Millennials the weekends revolve around the Big

Night OutMorning Early Evening NightLunchtime

IPA TouchPoints 5 passive mobile diary data

Now Available and Coming Soon in TouchPoints


#IPATouchPoints

TouchPoints Works 2

#IPATouchPoints

TouchPoints Champions Jargon Buster

#IPATouchPoints

TouchPoints Smart - Passive Dashboard

#IPATouchPoints

Trending across TouchPoints Surveys

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

On My Own Relaxing Socialising

Avera

ge H

ours

/D

ay

Touchpoints 1 (2005) Touchpoints 2 (2008) Touchpoints 3 (2010) Touchpoints 4 (2012)

Touchpoints 5 (2014) Touchpoints 6 (2015) Touchpoints 7 (2016)

#IPATouchPoints

VoD now added to the channel planner

#IPATouchPoints

Programmatic Coming Soon

#IPATouchPoints

Summary


#IPATouchPoints

Summary

• Huge amount of new and unique consumer behaviour data

• Fusion with TGI also offers info such as product usage, 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

• Media neutral

• Research controlled by you!

#IPATouchPoints

The Future of TouchPoints

• TouchPoints 2017 was in field from Jan-Apr 2017

• TouchPoints 2017 Daily Life Launches September 2017

• TouchPoints 2017 Passive Data Launches November 2017

• TouchPoints 2017 Channel Planner Launches December

2017

• TouchPoints 2018 in field from Jan-Apr 2018

#IPATouchPoints

[email protected]


#IPATouchPoints

Quiz

#IPATouchPoints

TouchPoints Roadblocks

Busting the top 5


#IPATouchPoints

1. Defining Audiences

• Audiences in TouchPoints can be defined by

any variable or weight which can be found in

the TouchPoints self-completion

questionnaire, e-diary or passive data

• If you can dream it, the chances are, you can

create it

• If you also subscribe to TGI, you can define

your TouchPoints targets by their product and

brand usage

#IPATouchPoints

2. What is a Wildcard?

A wildcard enables you to create an

activity timeline with numerous

activities in a single run

#IPATouchPoints


#IPATouchPoints


#IPATouchPoints

0.0

5.0

10.0

15.0

20.0

25.0

30.0

Travelling Working Housework/Househol..

Household Admin/Pape.. Preparing Food/Cooking Eating A Meal

Snacking Drinking - Soft Drinks.. Drinking - Alcohol

What’s in a Summary Category?

• Does ‘any TV’ include Netflix?

• What’s included in ‘any Internet’?

• Does ‘any radio or audio online’ include

Spotify?

• What do you mean by ‘visiting the cinema?’

• It’s all answered in this great booklet which

you will find in your goody bags

#IPATouchPoints


Creating A Day in the Life

#IPATouchPoints

Using TouchPoints and TGI in Harmony• Although TGI and TouchPoints are two different

datasets, remember that we fuse them together to

create the TouchPoints daily life dataset and

TouchPoints channel planner

• If you also subscribe to TGI, you’ll have access to the

combined TouchPoints/TGI dataset

• If you venture just below the TouchPoints

Lifestyle/Attitude statements in the codebook, you’ll

find all the products and brands you ever dreamed of

• Why not create that audience of people who spend

more than 5 hours a day relaxing and also use

Aquafresh

#IPATouchPoints

TouchPoints Champions

Client Briefing


#IPATouchPoints

The Brief

Campaign Objectives:

• Business Objective:

- Grow Lloyds’ ISA customer base from 1.84 million to 2 million by 2019

• Marketing Objectives:

- Encourage Lloyds current account holders to start saving

- Attract new customers to save with Lloyds Snap Saver

• Communications Objective:

- Build awareness of the Lloyds Snap Saver ISA

- Build consideration of the Lloyds Snap Saver ISA amongst those looking for a savings account

With particular attention (but not limited) to TouchPoints, create a response to the above client objectives, considering the product

description and culminating in an idea for a comms plan. Be mindful of the process, explaining why you have chosen particular elements of

TouchPoints and how these come together to create a viable audience segment and comms plan*.

*(Note - in this instance the brief does not include a budget purely due to timing constraints, but please be mindful of possible budget limitations when formulating your response).

In creating your response, be aware of the following categories which should be considered:

• Targeting

• Insight

• Strategy

• Channel Choices & Implementation

• Evaluation

#IPATouchPoints

Source: IPA TouchPoints6

Quiz Answers

#IPATouchPoints

1. Which of the following CAN you do with TouchPoints

data? (Please circle 4 answers)

Look at what people do on their e-reader Measure activities by time of day

Measure peak times of day for activities Target on exact age Analyse mood causality

Integrate with other data Analyse GPS location data

#IPATouchPoints

2. How many iterations of TouchPoints have been

published so far?

7

#IPATouchPoints

3. What is the actual sample size of TouchPoints 2017?

6,000

#IPATouchPoints

4. What 3 databases make up TouchPoints?

Daily Life

Passive Data

Channel Planner

#IPATouchPoints

5. Which of the following datasets are fused onto the

TouchPoints Daily Life to create the TouchPoints Channel

Planner?

a) NRS

b) RAJAR

d) Experian Audience IQ

e) UKOM

f) Route

g) YouGov BrandIndex

h) JICREG

i) JICWEBS

#IPATouchPoints

6. How often is TouchPoints released?

Annually

#IPATouchPoints

7. Which of the following TWO statements are correct?

a) 96% of adults use the internet weekly

b) Adults spend the most money on a Saturday

c) 33% of adults view Netflix weekly

d) 58% of millennials use online streaming services

#IPATouchPoints

8. Which THREE of these metrics can you use for

analysing TouchPoints data?

a) Average hours per day

b) Reach

c) 15 minute timeslots by day

d) Gross half hour claims

e) Monthly users

#IPATouchPoints

9. Which of these FOUR themes are included in the self

completion questionnaire?

Frequency of visiting a theme park Frequency of baking Mood

Responsibilities relating to post Job responsibilities Bicycle ownership

Attitudinal statements

#IPATouchPoints

10. Which THREE of these themes are a part of the

e-diary?

Who are you with How much are you spending What device(s) are you using

What book are you reading What game are you playing

#IPATouchPoints


And the winners

are…

#IPATouchPoints

TouchPoints Case Studies


#IPATouchPoints

TouchPoints Works

We currently have 78 agency and

media owner case studies, and we

would love to have more

If you have a case study for a

particularly inventive use of

TouchPoints data, please let us

know

The best case study may be

selected for presentation at the

launch of TouchPoints 2017 in

September and will feature in

TouchPoints Works 3 when it is

published

#IPATouchPoints

Questions?Next Meeting:

Friday 29th September 2017


#IPATouchPoints


Thank You

#IPATouchPoints

welcome! [] · ams john ayling mullenlowe the7stars ... identified which media was being consumed...

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