The IPA touchpoints initiative
The IPA TouchPoints Initiative was the world's first, industry, consumer- centric, multi-media database. Since its launch in 2006, it has been emulated around the world.The IPA published the second TouchPoints Survey during 2008, the survey was comprehensively updated to reflect the changes in the communication landscape particularly in the digital and search areas. However, it did produce the first trend data on how peoples' media usage patterns are changing. A third TouchPoints study is planned for 2009. The paper will cover: -the key trends TP2 v.TP1, in particular the impact of digital on peoples' total media usage. -the growing sophistication of use of the data, illustrated by case histories from agencies, media owners and advertisers. -the impact of multi-media data on the marketplace in terms of acceptance, uptake, trading, required skill sets and training. -the new requirements for TouchPoints3.
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