MBI Touchpoints as Presented at the 4As Conference

© 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


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


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



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


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


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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


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


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


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.”


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.”


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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.


Observation Ball State University

eDiary IPA TouchPoints

Multimedia Measurement Has Been Coming Of Age On Both Sides Of The Atlantic

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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


An Example From The World Of ESPN’s Sports Fans

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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:


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


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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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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


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


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


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


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


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


We Eliminate Functionality Other Than The TouchPoints© App

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And One-Button Calls To A Helpline


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


Questions Cover A Wide Range Of Media-Related And Other Behaviors

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Where With Whom Activities Media


Questions Cover A Wide Range Of Media-Related And Other Behaviors

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Communication Search E-Reading


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Locations

Withwhom

Mediaexposure

Life activities

Demos+DemographicsPsychographics

Lifestyles+


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47 years oldSocial workerHH 100-150K

2 kids



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)


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Joe’

s Wee

kend

Day

s

Shar

e of t

otal

eDiar

y en

tries


29 years oldSales, no kidsHH 100-150K



Locations

Withwhom

Mediaexposure

Life activities


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73% maleAvg. age 34

Avg. HH size:3HH 40-45K

55% part time



Locations

Withwhom

Mediaexposure

Life activities

Beer/A

le Use

r Wee

kend

s

Shar

e of t

otal

eDiar

y en

tries



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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?


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


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


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!


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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


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


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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

MBI Touchpoints as Presented at the 4As Conference

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