Guy Consterdine

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GuyConsterdine
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Channel planning
Guy Consterdine Guy Consterdine Associates FIPP
Research Consultant Warsaw, 17 March 2005
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Channel planning

• Arrival of new digital media
• New ways of communicating are available
• Old methods of communication re-assessed
• Audiences increasingly fragmented
• Peoples lives more time-pressured
• More contact points between people brands
• Advertisers/agencies new perspectives
• Horizons expanded traditional media gtgt
  multitude of channels

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Contact points between people brands

• Illustration by media agency ZenithOptimedia

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point of consumption
mass media
sponsorship
point of sale
one-to-one
unbranded
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New perspectives gtgtgt new vocabulary

• Channels, not just media
• Media-neutral
• Communication, not just advertising
• Consumer-centric

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Viewpoint of media agency Mindshare

• What are customers experiences of the category
  and the brand?

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Different channels at different stages - cars
Mindset
Occasions
Channel

• My current car is wrong for me

• Driving

• Word of mouth

• On the street

• I want something that projects my personality

• Me time

• Editorial

• I want something that reflects my status

• Time with peers

• Product placement

• I want something new

• Time with family

• Magazine

• I want something fun

• Time in other peoples cars

• TV

• I want to treat myself big time

• Life events (significant birthdays, birth of
  children, children leaving home, change of job,
  change in status)

• Press

• I want to do something different

• Poster

• I want to indulge my partner

• Internet

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New perspective

• Sheila Byfield, Mindshare
• We need to think of communication opportunities
  as every point where people can potentially meet
  brands
• Global Head of Consumer Insight

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Integrated communication

• Integrated communication plans wanted, but
• Traditional media
• - measured separately
• - use different definitions of exposure
• - data not comparable between media
• Many other channels not measured
• Insufficient account of qualitative factors

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Measuring integrated communication

• Viewpoint of ZenithOptimedia
• Opportunity to see or hear is no longer a good
  surrogate for advertising effect

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The relevance of media research to consumer
contact planning
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Our Collective Challenge

• OTS/H becoming disconnected from business
  outcomes
• Multi-contact marketing is rising fast
• Budgets are drifting to what is measurable
• Holistic industry research is urgently needed
• TouchPoints
• MCA (Market ContactAudit)

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New forms of multi-channel measurement UK/Europe
examples

• Proprietary media agency research
• Mindshares Mindset
• ZenithOptimedias Market ContactAudit
• Media owner research
• VNU PC users in Europe
• Research agency initiative
• BMRB/KMRs Compose
• Syndicated industry project
• IPAs TouchPoint

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Media owner researchComparing print many
other media

• Example VNU
• Universe consumers in Europe with PCs
• What are your most important sources for the
  information you need regarding PC and digital
  products?
• 12 channels measured

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Most Important Information Sources
very or somewhat important
Internet
Computer magazines
Guides and books
Friends and colleagues
E-mail newsletters about IT
IT shows exhibitions
Training courses, seminars, conferences
Vendors
Consultants, research institutes
General business publications
Daily newspapers
Radio TV
Q What are your most important sources
for the information you need regarding PC and
digital products ? For each source please
indicate whether it is very important, somewhat
important, not very important or not important at
all.
Base total (6971 digital consumers in
Europe)
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Research agency initiativeBMRB/KMRs Compose

• Re-interviewing TGI informants
• Attitudes/traits
• - about individual product categories
• - for 26 communication channels

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The 26 Channels

• Mailings and letters
• National newspaper advertising
• Posters and outdoor advertising
• Radio advertising
• Recommendations
• Regional newspaper advertising
• Reviews in the media
• Special offers, coupons
• Sponsorship of events, teams or tournaments
• Television advertising
• Text messages
• TV Direct Sales
• TV programme sponsorship

• Brand and company websites
• Cinema advertising
• Customer magazines
• Emails
• Examining in store
• Exhibitions trade shows
• Free samples
• Information from call centres/
• helplines
• Inserts in newspapers/magazines
• In-store materials displays
• Interactive TV advertising
• Internet advertising (e.g banners)
• Magazine advertising

• Television advertising
• National newspaper advertising
• Regional newspaper advertising
• Magazine advertising
• Radio advertising
• Cinema advertising
• Posters and outdoor advertising
• Internet advertising (e.g banners)
• Brand and company websites
• Customer magazines
• Examining in store
• Exhibitions trade shows
• Free samples
• Information from call centres/
• helplines
• Inserts in newspapers/magazines
• In-store materials displays

• Recommendations
• Reviews in the media
• Special offers, coupons
• Mailings and letters
• Text messages
• TV Direct Sales
• Emails
• Interactive TV advertising
• TV programme sponsorship
• Sponsorship of events, teams or tournaments

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IPA TouchPoints

• IPA Institute of Practitioners in Advertising
• Seeking a tool which evaluates mixed media
  schedules, both for planning and post-campaign
  evaluation

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IPA TouchPoints Founding Partners
Prorietary Data
The IPA TouchPoints Survey
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IPA TouchPoints Remit

• To deliver new and fresh insights in its own
  right
• To act as a gateway across data sources
• NOT to act as an alternative to current industry
  research

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IPA TouchPoints The Hub Survey

• Substantial contact questionnaire
• Television, press, radio, outdoor, cinema,
  online, SMS, event sponsorship and direct
• 7 day PDA-based diary collecting data each ½ hour
• Sample size 5000
• Respondents recruited by phone using TNS Access
  Panel
• Diaries posted to respondents and returned by post

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IPA TouchPoints Founding Partners
Propietary Data
The IPA TouchPoints Survey
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IPA TouchPoints Connection of Currencies

• Integration based on commercial contact data
• Commercial contact data to retain definition of
  industry currency
• Data integration based on media links
• Output will represent a single source media
  contact survey

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IPA TouchPoints Timetable

• Nov/Dec 2004 Pilot
• March-July 2005 Main survey
• March Sept 2005 Integration
• Autumn 2005 Publication of data

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Implications for magazines newspapers

• Pressure to change currency from opportunities
  to see to opportunities taken
• Combine physical exposure with measures of
  engagement (print performs very well)
• Understand how various media can work together,
  complementing each other
• Demonstrate prints unique role in media mix

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Implications for magazines newspapers

• The existing currencies are still necessary (but
  not sufficient)
• Still need to prove prints ability to sell
  products and deliver high return on investment
• Still need to fight for some of the TV budget
• More about that later in Workshop!