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Home arrow Marketing Research News arrow Company News and Announcements July-December 2007 arrow IPA commissions second IPA TouchPoints Initiative
IPA commissions second IPA TouchPoints Initiative PDF Print E-mail
Written by IPA   
23 Jul 2007
The IPA has today (24th July) announced that it is commissioning TNS Media to produce the second IPA TouchPoints Initiative. The Initiative provides a unique, consumer-centric overview of how people spend their daily lives and how their media usage fits into these patterns. This data is then used as a planning hub onto which the industry media research currencies are integrated to produce a multi-media channel planning capability across both established and new media. As before, the Initiative is being spearheaded by the IPA’s Media Futures Group. All the group’s members have publicly committed to the Initiative as a central feature within their planning routines and structures and are again actively seeking support from the wider agency community and media owners. The First Initiative has been a major success providing its 40-plus sponsoring companies with the much needed consumer centric view of how media and communications fit into their lives and offering the new planning framework for the marcomms industry which it had long been calling for. The Second Initiative will again use the new PDA diary technology to capture the latest digital and consumer trends including the rise of social networking and the impact of broadband in people’s lives. As such, it will not only extend the coverage of the key developing media but also provide invaluable trend data against the first TouchPoints Survey. The Hub Survey is expected to be published in the first quarter of 2008, followed by the new Integrated Planning Database in the second quarter. Said Jim Marshall, Chairman of the IPA Media Futures Group and Chairman of Starcom Mediavest, “As the pace of media convergence accelerates, the requirement for an integrated approach to communications planning becomes evermore essential. TouchPoints has been designed to specifically underpin this integrated approach to planning. Its development is being spearheaded by the Media Futures Group but it is being supported by all IPA member agencies as an essential multi-media tool for the future.”

 

Said Moray McLennan, IPA President and Chairman Europe M&C Saatchi, “Advertising is a key driver of the UK economy. The IPA TouchPoints Initiative provides a unique insight into how people use media and therefore, how to deploy advertising to its greatest potential effect.”Said Lynne Robinson, Research Director of the IPA, “The first IPA TouchPoints Initiative has been groundbreaking in both its scope and the sheer amount of industry support it has engendered.  We look forward to building on this learning to making IPA TouchPoints2 even more relevant to the marketplace.” Said Jennie Beck, Head of TNS Media, “We are delighted to be involved in the second wave of the ground-breaking IPA TouchPoints initiative. No other media research project is as ambitious, or, for a research agency, as closely fought over as TouchPoints, and TNS is thrilled to have been chosen again to run the TouchPoints hub survey. We're looking forward to working with the IPA to increase its impact even further.”

 

For further information about the IPA TouchPoints Initiative, please visit www.ipatouchpoints.co.uk or contact Lynne Robinson, IPA Research Director, at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or on 020 7201 8200.
 
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