Planning On Passion - Adaptive Planning In Media

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

Charity Database identified these audiences – all of whom needed to be reached with a rebrand for £250k
Potential Donors (middle aged +)
Potential Volunteers (50+)
Potential Campaigners 60+
Age
Potential Campaigners under 45
Audience =32.5m adults
Potential Volunteers (25 – 35)
A B C1 C2

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 life
You should seize opportunities in life when they arise
It is more important to do your duty than to live for your own enjoyment
I think we should strive for equality for all
I like to be surrounded by different people, cultures, ideas and lifestyles
I am interested in international events
I am interested in other cultures
Disagree: I don't want responsibility, I would rather be told what to do
I buy Fair Trade when I can
974,000 adults
Agree with all 9 statements
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
13
Source: BARB, average share week 28 – 31, 2009

Opticomm programmes - % reach of audience for MUTV
14
Q6. Did you watch MUTV at all last week?
Source: Opticomm Media Analysis based on survey data for MUTV

Phone in shows
15
Q4. What do you think of our phone-in shows?
Source: Opticomm Media Analysis based on survey data for MUTV

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

Planning On Passion - Adaptive Planning In Media

by Face, the Co-Creation Agency on Nov 10, 2010

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Planning On Passion - Adaptive Planning In Media — Presentation Transcript