Planning on PassionAdaptive Planning in Media
9th November 2010
Audiences have ‘passion’ surpluses• We are all doing more
interesting things• What links us as communities
is our passions, interests and attitudes rather than our age, income or location
• You can and should use these communities to improve how you use and understand media
Potential Campaigners under 45
Charity Database identified these audiences – all of whom needed to be reached with a rebrand for £250k
Age
A B C1 C2
Potential Donors (middle aged +)
Potential Volunteers (50+)
Potential Volunteers (25 – 35)
Potential Campaigners 60+
Audience =32.5m adults
Problems, problems...
• Low budget talking to everyone
• This was for international development– Austerity– Charity begins at home– Fatigue
We need to find who were passionate about this...
TGI!
TGI can match on attitudinal statements – but which ones?
It is important to continue learning new things throughout your lifeYou should seize opportunities in life when they ariseIt is more important to do your duty than to live for your own enjoymentI think we should strive for equality for all I like to be surrounded by different people, cultures, ideas and lifestylesI am interested in international eventsI am interested in other culturesDisagree: I don't want responsibility, I would rather be told what to doI buy Fair Trade when I can
Agree with all 9 statements
974,000 adults
Source: GB TGI 2010 Q4 (July 2009 - June 2010)
What did we do and how well did it work?
• Rather than the media planner selecting and shoe horning TGI statements to fit, we asked a community of existing supporters what they agreed with
• We then were able to bring in a much tighter schedule talking to those that were predisposed
• The campaign delivered – 48% uplift in awareness (23% to 34%) amongst those open to the
message– 35% increase over target in new supporters (volunteers and givers)
The New World - Multiple Media Consumption and Micro Audiences
Most media planning assumes the audience sits in a Petri dish consuming the message in perfect laboratory conditions
Media measurement tools also look at reach, frequency and efficacy in isolation
This is not true!
We know it happens but not in a form you can plan with
Across media stacking, the most likely link will be the passion they are indulging…
But also you could...
• Ask them what they are doing?
• Create online or mobile content that works with the linear consumption
• Prompt dialogue
Behaviour within media not always easy to follow in a micro media world
• MUTV is a subscription based TV channel
• It is one of the largest a la carte channels on offer
• But even with it’s size, traditional measurement with tools like BARB does not give robust insight
BARB % Reach of Audience for MUTV
Week 28 Week 29 Week 30 Week 310%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14% 13% 13% 13%
13Source: BARB, average share week 28 – 31, 2009
Opticomm programmes - % reach of audience for MUTV
Wave 4 Wave 5 Wave 6 Wave 70%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%91%
87%93%
83%
14Source: Opticomm Media Analysis based on survey data for MUTV
Q6. Did you watch MUTV at all last week?
Phone in shows
Wave 4 Wave 50
20
40
60
80
100
120
140
I’d like to see more I think there is the right amountI think there are too many
15Source: Opticomm Media Analysis based on survey data for MUTV
Q4. What do you think of our phone-in shows?
Conclusions
• Existing tools like TGI are great– but can be better when you link the attitudinal
statements from your own community and consumers
• Talking to a community closer to your audience will help you to understand what they are doing in the new stacked media environment
• Use your own communities to understand what they like and get true and more robust understanding where large scale planning tools do not work