Abstract:

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer centric industry measurement tools. The TouchPoints databases are an extremely rich source of contextual planning data and can be used by agencies and media owners throughout the whole planning and negotiation process from initial discovery to post campaign analysis. Examples of the diverse range of applications for which the sponsors have used the data are provided.