Post on 13-May-2015
© Media Behavior Institute 2010
TouchPoints© Powered Context Planning And The Transformation Of Media Planning
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Transformation 2010
2010 AAAA Leadership/Media Conference
© Media Behavior Institute 2010
Thanks For Inviting Us To Talk About Transformation
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And thanks to the AAAA and ANA for pointing out what needs to be transformed:
Survey: Metrics Biggest Integration Obstacle Karlene Lukovitz
While 59% of client-side marketers are satisfied with their companies' progresstoward integrating traditional and digital media, most also agree that inadequate metrics continue to be the biggest impediment to honing the media mix, a new survey of 294 Association of National Advertisers and American Association of Advertising Agencies members has confirmed.
"Agencies and clients alike need to work together to educate internal and external constituents to demonstrate the value of well-thought-out multichannel approaches," summed up 4A's president/CEO Nancy Hill.
2009
© Media Behavior Institute 2010
Information that is more…
What Kind Of Metrics Will It Take For Well-Thought-Out Media Integration?
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Q.
A.
Comprehensive
Accurate
Granular, and
than ever available so far.
What Is Going On In Joe’s And Anne’s Lives?
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Can’t we measure all of this, for the same people? Yes we can, and with the combinations. The Context.
But so are the following:
Who they’re with…
Even how they feel
Good mood Bad mood
Relaxed Alert
Where they are
Yes, media are important in their lives…
What they buy, own, and use
Thousands of products and brands
What kind of people they are
Lifestyle & Psychographics
When they’re doing it
They’re not just M18-49 and F25-54 What they’re doing…
Taking Consumer-Centric To A New Level
© Media Behavior Institute 2010
© Media Behavior Institute 2010
USA TouchPoints© Is Assembling Micro Data On A Macro Scale
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By collecting and integrating 3 different kinds of information from the same people.
10-Day diary information similar to
IPA TouchPoints© in the UK
Full day observation like Video Consumer
Mapping Study in the US
Complete MRI data used for targeting and segmentation as well as print currency
© Media Behavior Institute 2010
Previously Advertisers And Their Agencies Needed To Choose Between…
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Small but interesting studies with lots of detail for a few consumers
ORHuge databases with virtually no human beings at all, where everything is reduced to a number
Now let’s look at two people who show how we can cut across these two options
© Media Behavior Institute 2010
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Consumer characteristics
Categoriesand brands
Locations
Withwhom
Mediaexposure
Life activities
Demos+DemographicsPsychographics
Lifestyles+
The Context In Which We Can Understand People Like Joe And Anne
© Media Behavior Institute 2010
IPA TouchPoints© Is Transforming Media Planning In The U.K.
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2006
The Hub SurveyGives a unique view of a
“Week in the Life” of the consumer and how media channels fit into
their daily lives
The Integrated Planning Database
Fusion hub and channel planning tool
2008
2 Databases
IPA TouchPoints Survey 1 TouchPoints 3
2009+
TouchPoints 2
Largely based on PDA-based 7-Day Diary
Delivers new and fresh insights Acts as a gateway across data sources
© Media Behavior Institute 2010
IPA TouchPoints©
Integrated Planning Database
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The first industry-wide multimedia planning system Fuses to all major currencies through the Hub Survey TouchPoints© is not an alternative to currency research systems;
it is a way of the integrating them
The
IPA TouchPoints© Hub Survey
Proprietary Data
© Media Behavior Institute 2010
It’s About Audience, Data Integration, And Context Analysis
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Learning From IPA TouchPoints© Users in the UK
UK Media Planner’s Quotes
Audience “It’s an integrated planning tool.”“… a very good integrated planning tool.”
Fusion“Best of both worlds – category and brand from TGI, context and cross media platform use out of TouchPoints©.”
Context “Lots of media planners like TouchPoints©. Context is how the media is used.”
© Media Behavior Institute 2010
IPA TouchPoints©
From An Idea To Leadership In 5 Years
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Created based on the needs of its agency members, and launched in 2006
By 2009 supported by 50 companies in the UK, including 19 of the top 20 media agencies
World Federation of Advertisers applauded IPA TouchPoints© as “a breakthrough” in holistic measurement, “the most accomplished example,” and one which “responds to the WFA’s Blueprint criteria”
After Giovanni Fabris completed a thorough 17 country overview of “holistic” research systems for the ARF, he chose to talk first and most about IPA TouchPoints, “the original hub approach initiated by the IPA.”
© Media Behavior Institute 2010
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Looking West, IPA TouchPoints© StruckAn Exclusive Deal For The U.S.
With a new company formed in 2008 expressly for multimedia measurement
The company was new but the team involved also brought 5+ years of multimedia measurement experience.
© Media Behavior Institute 2010
Observation Ball State University
eDiary IPA TouchPoints
Multimedia Measurement Has Been Coming Of Age On Both Sides Of The Atlantic
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© Media Behavior Institute 2010
Ball State Pioneered The Observational Method For Media Research
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Dana smart keyboards equipped with a custom “media collector” program
2,000 days already observed
Data are generally logged to file every 10 seconds
The data is unprecedented: comprehensive, granular and accurate
© Media Behavior Institute 2010
An Example From The World Of ESPN’s Sports Fans
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© Media Behavior Institute 2010
Observation Demonstrated Real-Life Complexity By Being Both Granular And Comprehensive
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Concurrent With Another Life Activity
Concurrent With One or More Other Media
Or Concurrent with Both
Work Meal prep &eating
Household activities
Personal needs
Shopping Care of another
Exercise
Traveling/Commuting
Social activities Education ReligionOrganizations& OtherPrint
Phone
TV & Video
Computing
Games
Environmental/Other
Audio
Any Media Exposure Can Be:
© Media Behavior Institute 2010
Ball State Has Been Working With Sequent Partners Since 2005
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Our joint work on the CRE’s Video Consumer Mapping Study was particularly high in profile
The consumer at the center of a complex media environment
© Media Behavior Institute 2010
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Source: The Council For Research Excellence Video Consumer Mapping Study 2009
The VCM Study Was Highly Influential
“The results of the video consumer study may intrigue advertising clients ahead of the upfront season for ad sales. The researchers found that the number of minutes with media is almost identical for every age group.”
“The study will no doubt give ballast to broadcasters and cable companies, which have labored to convince advertisers that viewers are not skipping ads as much as conventional wisdom suggests they do. One finding could send chills across backers of other traditional media outlets.”
“The findings provide an eye-opening benchmark for the media and advertising industries that are struggling to understand consumer media behavior for media plans.”
“In addition to looking at how video is consumed today, the researchers peer into a crystal ball known as a Media Acceleration Study.”
“Conducted over a year, the Consumer Mapping Study is the largest of its kind. The CRE decided that the only way to objectively find out how people consume media throughout the day was to use a consumer-centric approach that was truly media neutral.”
“While ad agencies and industry associations have looked at consumer’s TV habits previously, this data is creating a buzz on Madison Avenue because it comes from a single source and is so comprehensive.”
BSU Relationship
With MBI
The Company Was Created To Align Resources For A Powerful Combination
Global TBD
Licensing deal
with IPA
IPA TouchPoints timeline
Ball State observation research timeline
2008 2009
Initial exploration of linking eDiaries and observation
Network specific(e.g. ESPN)
Establishing the company
TouchPoints 1 TouchPoints 2
Middletown Media
Studies II
Middletown Media
Studies I
Media Acceleration
Project
VideoConsumer
Mapping Study
TouchPoints 3
2004 2005 2006 2008 20092007
2004 2005 2006 2008 20092007 UK
US
Council for Research ExcellencePilot Study
New Syndicated Multi-Method Multimedia Opportunities
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© Media Behavior Institute 2010
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Key U.K. and U.S. Learning And Methods Are Truly Complementary
IPA TouchPoints© has demonstrated
• The ability to empirically link currency databases
• The insights from continuous and comprehensive “week-in-the-life” eDiary data
Observation data adds
• The 10-second”day-in-the-life” granularity
• Actual time spent
• Concurrency data
© Media Behavior Institute 2010
Becoming Even More Comprehensive NowVia A New Strategic Partnership
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When we asked the questions where can we find…
A top quality face-to-face sample?
A very broadly used targeting and segmentation system?
A currency research provider who understands the value of a media-neutral third party?
We kept coming up with the same answer:
The result: TouchPoints© is built directly upon a widely used and trusted planning resource
© Media Behavior Institute 2010
z
Consider the potential from taking a portion of MRI respondents through the USA TouchPoints© eDiary
And the potential from then observing a portion of those
How 3 Information Sources Can Contribute A Multimedia Research Foundation
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• This is exactly what the syndicated USA TouchPoints© service will be• A powerful combination for context planning insights• And a strong hub for currency fusions
Observations
USA TouchPoints© Diary
MRI Respondents
© Media Behavior Institute 2010
We Have Already Started
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MBI is working with MRI on a joint product designed to transform the way media is planned and bought
It will be syndicated and continuous
Our recently completed pilot exceeded all expectations
We have already taken two of the next steps envisioned by IPA TouchPoints in the UK
1. A continuous measurement model
2. A mobile phone eDiary platform
© Media Behavior Institute 2010
To Prove There Are “Apps for Everything”…
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We’re delivered a new app first to an iPhone, but we can run this on any kind of mobile device
Source of images: apple.com
© Media Behavior Institute 2010
There Is Now An App For USA TouchPoints©
Built On Apollo Mobile’s Market Research Platform
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• We own the iPhones, and we put them in the hands of recent MRI respondents for 10 days each
• Data can be uploaded automatically over the phone’s data connection – daily, hourly, or more frequently as needed
© Media Behavior Institute 2010
We Eliminate Functionality Other Than The TouchPoints© App
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And One-Button Calls To A Helpline
© Media Behavior Institute 2010
We Focused On Providing A Great User Experience – Tested In Lab Conditions
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Clear reminder of the time period covered
Icons bring ideas to life, making it friendly
Clear reminder of where people are in the diary
Simple navigation
© Media Behavior Institute 2010
Questions Cover A Wide Range Of Media-Related And Other Behaviors
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Where With Whom Activities Media
© Media Behavior Institute 2010
Questions Cover A Wide Range Of Media-Related And Other Behaviors
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Communication Search E-Reading
© Media Behavior Institute 2010
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Consumer characteristics
Categoriesand brands
Locations
Withwhom
Mediaexposure
Life activities
Demos+DemographicsPsychographics
Lifestyles+
© Media Behavior Institute 2010
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47 years oldSocial workerHH 100-150K
2 kids
Consumer characteristics
Categoriesand brands
Locations
Withwhom
Mediaexposure
Life activities
Anne’
s Wee
kday
s
Shar
e of t
otal
eDiar
y en
tries
Average mood: 76 (1-100)Average alertness: 68 (1-100)
© Media Behavior Institute 2010
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Joe’
s Wee
kend
Day
s
Shar
e of t
otal
eDiar
y en
tries
Average mood: 90 (1-100)Average alertness: 71 (1-100)
29 years oldSales, no kidsHH 100-150K
Consumer characteristics
Categoriesand brands
Locations
Withwhom
Mediaexposure
Life activities
© Media Behavior Institute 2010
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73% maleAvg. age 34
Avg. HH size:3HH 40-45K
55% part time
Consumer characteristics
Categoriesand brands
Locations
Withwhom
Mediaexposure
Life activities
Beer/A
le Use
r Wee
kend
s
Shar
e of t
otal
eDiar
y en
tries
Average mood: 77 (1-100)Average alertness: 48 (1-100)
© Media Behavior Institute 2010
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Asking And Answering New Questions
Can I reach people while they eat lunch at
their desks?
When Is The Whole Family
Together?
When Are They In The Mood For My Anti-
Smoking Message?
© Media Behavior Institute 2010
From Planning To Buying – No Translation Necessary
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Fusing observation and eDiary data with currency databases links context planning to buying
• Provides an unimpeded and efficient alignment between planning and buying metrics
• Fully applying the insights of context planning in the buying and evaluation process
© Media Behavior Institute 2010
What MBI Will Deliver
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• Provides an unimpeded and efficient alignment between planning and buying metrics
A media insights and planning system offering …
Advertisers and Agencies
Media Brands
• Fact-based look at consumer exposure and engagement with their brands across platforms
• to inform strategic brand management, audience development and valuing cross-platform packages
© Media Behavior Institute 2010
Why Does It Work in the UK?
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Seamlessly Integrates Planning And Buying
• Aligned Metrics• New Insights Carried
Through the Process
No More Ideas Lost In Translation -
No More W25-54!
© Media Behavior Institute 2010
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USA TouchPoints© Pilot With MRI Respondents Exceeded All Expectations
Over 80% of the MRI respondents who were approached agreed to participate in the pilot
Over 90% of participants completed entries for every half hour for 10 consecutive days
80% felt they were able to provide reasonably complete and accurate information… “always or almost always”
8.1 average on a 10 point scale where 10=“Extremely enjoyable”
Nearly real time data entry and not too time-consuming: 90% of entries took 90 seconds or less
Participants Feel They Are Providing Accurate Information In An Easy Enjoyable And Timely Way
© Media Behavior Institute 2010
3 Ingredients We Consider Essential For USA TouchPoints© Success
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Having proven multimedia
measurement systems
Being marketplace driven
We want and need your guidance!
Having credible media neutrality
© Media Behavior Institute 2010
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Thanks To Our Partners And Resources From Around The World
Lynne Robinson IPA
LONDON
Belinda Beeftink IPA
IPA pioneered TouchPoints© in the UK
NYC
Alice K. Sylvester MBI
Kathi Love MRI
Headquartered in the world capital of media and advertising
Mike Bloxham BSU and MBI
MUNCIE
Michael HolmesBSU
Ball State pioneered modern observation of media behavior
FINLAND
Rolfe Swinton Apollo Mobile
Jacqueline Thong Ubiqi Health
Finland is a hot bed of mobile
technology
CUPERTINO
Apple introduced a transformational mobile, the
iPhone
© Media Behavior Institute 2010
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Demonstrating the USA TouchPoints© Diary in the MRI Suite Today and Tomorrow
Thank you!
www.mediabehavior.com