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

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