A Digital View of IPA TouchPoints Presentation to the AOP and IAB 27 th of April 2010

1. A Digital View of IPA TouchPointsPresentation to the AOP and IAB27th of April 2010

2. Contents • Why • The deliverables • How • Current status • Some digital applications • The data in action • New for TouchPoints 3 • Summary

3. Why?

4. Why TouchPoints? • New Communications Reality: • Power of any single medium is declining • Consumers increasingly in control • All industry research, single media based • Need to know more than numbers • Credibility gap for the industry

5. The Challenge • A multi-media analysis tool: • Delivered new and fresh insights in its own right • Provided an industry multi media planning system • Acted as a gateway across data sources • Did NOT to act as an alternative to current industry research

6. Deliverable 1The Hub Survey • A time diary based study of how consumers spend their time: • where • with whom • main activities • multimedia usage and attitudes • mood • lifestyles and attitudes • shopping habits

7. Deliverable 2The Channel Planner A multi-media, channel planner television, press, radio, outdoor, cinema, online, search, SMS, Direct, event sponsorship

8. The IPA TouchPoints Hub Survey Self-Completion Questionnaire e.Diary • c5,000 sample of adults in GB • Undertaken by IPSOS using NRS • re-contact and panels • Telephone recruitment, postal delivery and return • £20 incentive • TP3 fieldwork Sep’09-Mar’10

9. Self Completion Questionnaire Covers ALL media Lifestyles/ Attitudes Shopping

10. e.Diary • 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

11. The IPA TouchPointsChannel Planning Database The IPA TouchPoints Hub Survey Proprietary Data With models for SMS, Direct and Search

12. Who is using TouchPoints? Bought by 58 companies: • 44 agencies • 13 media owners • 1 advertiser • Emulated around the world • Consistently gaining traction in the UK marketplace

13. Who is using TouchPoints? John Ayling Associates Kinetic Leo Burnett Maxus McCann Erickson (London) McCann Erickson (Manchester) Media Campaign Services Media Planning Group Mediacom Mediacom North Mediaedge:CIA Mediaedge:CIA (Manchester) MediaVest (Manchester) MGOMD Mike Colling & Co Mindshare Media Naked News International OMD UK Orange Pearl & Dean PHD Media PHD North Posterscope Publicis Pure Media Rapp SMG Starcom MediaVest The Media Shop Thinkbox Total Media Truly London Universal McCann UM (Midlands) Vizeum Yahoo! UK Zenith Optimedia All Response Media AMS Arena BLM Associated Newspapers Bauer Consumer Media BBH Bray Leino Brilliant Media Carat COI DCM Experience Fallon London Feather Brooksbank i Level IDS Initiative Media IPC ITV JC Decaux

14. IPA TouchPoints: How it is being used Agency Day in life of Understanding newer (digital) media. Segmentation by category adoption Fused to enhance bespoke Client data Non standard audience definition New audience insights to shape vehicle or message strategy Multi media scheduling/channel planning Media Owners Examining target audience behaviours to track media exposure opportunities. Comparing recency of channel exposure to shopping opportunities. Understanding purchase consideration by looking at shopping and with whom by day of week. Market and audience analysis to help define content for new product launch. Consumption of brand across different platforms by discrete, difficult to reach audiences Media Owners contd. Creation of key customer segmentation Concurrent and simultaneous media exposure and usage Advertisers Context Multi media relationships Integrating digital Contact to engagement Market knowledge New behaviour/ environments Moments and places Media relationships

15. IPA TouchPoints IPA TouchPoints • Mandatory on all comms planning briefs, central to the new buying agency and as part of the evaluation agenda If agencies and media owners want COI business they must use TouchPoints ………business worth £250m Agenda for Integration

16. The Data in action

17. Changes in Media use TP1 vs TP2average weekday Source: IPA Touchpoints Hub Survey 2005/2008

18. Changing Media Landscape? • Total increase in time consumption of TV, radio, reading and internet has increased by over 6% • TP1 79% of people consumed 2+ media in the same half hour at some point during the week, rising to 84% for TP2 • Time spent consuming media in the average week • 24% watching TV • 13% listening to radio • 7% using the internet • 3% reading a newspaper or magazine • TV still the dominant medium

19. Minimal changes to average dailymedia use 2008 (hrs) 3.90 2.09 1.30 0.59 0.23 2005 (hrs) 3.83 2.18 1.19 0.59 0.27 4.2 minutes 5.4 minutes 6.6 minutes No change 2.4 minutes Source: Touchpoints2005 and2008 - Adults

20. Commercial TV strong in thecommercial media market 2008 (hrs) 2.68 1.17 0.49 0.59 0.23 2005 (hrs) 2.64 1.34 0.49 0.59 0.27 2.4 minutes 10.2 minutes No change No change 2.4 minutes Source: Touchpoints 2005 and 2008 – Adults Base: Commercial channels only. Internet excludes email and work use.

21. Ford Kinetic Design, Mindshare Ford needed some Primary Brand communications to show off changes to the design of its vehicles and to unlock universal product truths: “Substantial feelings/ Substantial Design”. Issue: How to connect to specific emotion through media to amplify the effectiveness of the creative. How could Mindshare translate this into a media stragegy • TouchPoints was used to understand the moments when it would be possible to evoke specific feelings through media • feel special, • to feel in touch, • to feel confident and in control

22. Mood by day of week

23. Ford Kinetic Design, Mindshare Solution: Strategy was to look for moments where we could connect with our audiences by amplifying the desired feelings:

24. COI Department of Health Strokes, MEC • Brief from COI was to raise awareness of symptoms of a stroke and the importance of emergency response. • Identified were 3 ‘at risk’ groups. Needed was to find out where these groups were throughout the day and they who they were with. • TouchPoints was used to identify who ‘at risk’ audiences were with, where they were, and what media they were consuming.

25. Understanding the Unhealthies

26. COI Department of Health Strokes, MEC Solution: TouchPoints was unique in not only showing where the audience was but who they were with - the potential Stroke Savers. Every second counts when someone is suffering from a stroke - very important to catch potential Stroke Savers throughout the day. TouchPoints identified who the potential Stroke Savers were

27. Waitrose, MGOMD • Communication strategy is based on creating greater interaction with Waitrose from occasional shoppers and increasing the size of the basket on each visit. • Highest potential lies in targeting mums after the morning school run and on the way home after school in the afternoon. • TouchPoints was used to create an audience of school run mums and tracked their media consumption throughout the day. • TouchPoints identified that more school run mums go online, between dropping the children off and picking them up, than TV.

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

29. Brand X/ MPG • Brand X is a premium brand in the food and drink category. • Their target audience are upmarket, urban workers who go out and socialise on weekday evenings. • Client and Agency wanted to understand the best media mix to: • reach core audience • demonstrate the effect of online and mobile • investigate the performance of the media options at a regional level • The IPA TouchPoints Hub was used to examine their target audiences behaviour and media consumption. • The strategic audience was imported onto the Channel Planner to inform: • media selection • Weighting • Overall schedule performance

30. Brand X/ MPG Using the Channel Planner, MPG was able to work out the most effective mix to achieve client objectives Cinema option delivers 9% more media weight than OOH option • Using the Hub, MPG were able to check that: • All selected media were strong performers vs the target audience • Channels delivered against regional targets • London had a naturally high delivery of the selected premium media

31. Brand T/ MPG • Brand T is in the TV Services, Platforms and Electrical Goods category • Client had a budget for driving awareness on TV but also wanted to consider media to support point of purchase such as web price comparison sites and search. • IPA TouchPoints was used to translate all media options calculated on different trading audiences to the core target segments. • This enabled MPG to work out the most effective mix to achieve the client’s objectives. TV provides good reach options across your primary audiences, but under-indexes against Segment 1

32. Brand T/ MPG Support media provides a great opportunity to build Real additional reach from print and online display 96.1% 97.6% 96.2%

33. SCA/ Bodyform, Carat • Carat were given the challenge of launching a new range from the Bodyform parent brand whilst maximising cut through with a budget lower than that of their competitors. • 30% of target audience claimed they were more likely to buy a product if it is advertised on a website or featured in an online competition over the tradition TV medium. • Using identical campaign budgets, IPA TouchPoint’s Channel Planner was able to help demonstrate that online can improve TVs reach and frequency without incremental media spend

34. IPA Touchpoints Demonstrated Benefits of TV + Online Source: Touchpoints 06

35. New for TouchPoints3

36. Word Of Mouth • Added new questions on Word of Mouth, developed in conjunction with leading WOM company Keller Fay. • Questions can be analysed in two ways, • first as they appear • if you want a more precise measure, Keller Fay will provide a special analysis of the data to identify word of mouth influencers both at an aggregate and category level.

37. Word Of Mouth • Which of these product categories do you follow closely for new products, new styles, new brands and/or companies etc? • And for which of these product categories do you frequently give advice, suggestions and ideas to other people, such as your friends and family? Food & dining Sport & hobbies Entertainment & media Holidays & travel Mobile phones Computers/software TV, DVD and audio equip. Clothes & accessories Beauty/grooming products Health products Home appliances Home decoration/DIY Cars Financial services Shops and Shopping centres Children’s products Everyday household products Gardening Jobs & careers The environment Public affairs/ politics

38. Word Of Mouth • For each of the following, please tell me about how many people there are in your life who you communicate with fairly often? (From 0 to 10+ people) • Relatives and family members who live outside your household • Very close friends, not counting family members • Neighbours and acquaintances, not including close friends or family • And about how many clubs, social or professional organisations, or community groups do you personally belong to? (From 0 – 10+ groups/organisations)

39. How can it be used? • To better understand the importance of influencers • To show an understanding of their relationship with media • To demonstrate the importance of the role of advertising as a generator of word of mouth

40. New for TouchPoints 3FOR THE SELF COMPLETION QUESTIONNAIRE • GAMING: New section on gaming added covering game console ownership, types/frequency of games played, other usage of games console, acquisition of games and attitudes to gaming. • WATCHING FILMS: Added new questions on watching DVDs, Blu-Ray, streaming and downloading films. • SOCIAL NETWORKING: Expanded the questions on social networking to capture more individual site usage and more social networking activities.

41. New for TouchPoints 3FOR THE SELF COMPLETION QUESTIONNAIRE • MOBILE INTERNET: Expanded questions on what activities people are undertaking both on the internet and on their mobile phones. • VOD/STREAMING ON TELEVISION/RADIO: Added questions on the frequency of use of watching catch-up/on-demand television services both via the television set and the internet. • THE INTERNET: Increased the number of named websites covered, notably to take in the magazine portals and social networking plus extending the range of activities undertaken on the internet.

42. New for TouchPoints 3The e.Diary Added the following:- • Collecting/dropping off children on the reasons for travel screen • Preparing food/cooking to the ‘what you were doing’ screen • Using social networking sites to the communicating screen • Revised the ‘what were you doing’ on the internet section to include ‘watching television’, ‘watching downloaded content’ to capture the mobile viewing audience.

43. New for TouchPoints 3 • Fusion of UKOM Data • Fusion of new POSTAR Data • Fusion of GSMA Data • Word of mouth metric

44. Summary • TouchPoints is: • Unique • An invaluable database in its own right • Has the ability to link with and leverage other databases • A recognised industry tool • However: • It is a complex database • Demands skilled users to get the best out of it

45. Agencies on IPA TouchPointsMEC “TP's great because it helps us hang a whole strategy off a consumer centric worldview; it allows us to use behavioural and contextual thinking in all channels (not just digital) and because we get more better answers to the old chestnuts of "how much does radio really extend my TV campaign" and the newer ones of "is VOD worth it?" - the inter-media and media mix questions are more relevant and important to clients than they've ever been. “David Fletcher, Head of Analytics & Insight

46. Agencies on IPA TouchPointsOMD UK “Despite its relative novelty, TouchPoints has established itself very quickly at OMD as a critical source of information and insight in the planning of campaigns across our entire client base. As the media landscape becomes more complex we need the map that TouchPoints provides to help us navigate.  In addition to the basic building blocks of planning  – the cold but necessary numbers like reach and frequency, we can now overlay people’s motivations, moods, attitudes and behaviours, and to begin to quantify and allow for new trends like media meshing that will form the basis of planning the campaigns of tomorrow. “ Toby Roberts, Head of Strategy

47. Thank You and Questions