ISBA supporting launch of radical new multi-media planning tool
23 Mar 2006
ISBA is alerting members to today’s launch by agency body, the IPA of TouchPoints, the most ambitious piece of media research undertaken for a generation.
TouchPoints’ primary objective is to give advertisers and their agencies a consumer-centric planning tool which analyses how people are using the increasingly wide range of media available to them and how this usage fits into their lifestyles.
Touchpoints is a stand-alone survey, but will also be integrated with other media research currencies and surveys such as BARB and NRS to provide an integrated approach to multimedia planning. ISBA has been closely involved with the initiative, advising on its development over the past 2 years.
Bob Wootton, ISBA Director of Media and Advertising says: “The Touchpoints data can be used to provide the most detailed picture to date of the patterns of media consumption within the context of consumers’ daily lives. Advertisers and their agencies will be able to use this information to seriously raise their games in terms of increasing the effectiveness of their media planning. We strongly urge advertisers to discuss the implications and opportunities of with their agencies.”
