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Planning on PassionAdaptive Planning in Media<br />9th November 2010<br />

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Audiences have ‘passion’ surpluses<br />We are all doing more interesting things<br />What links us as communities is our passions, interests and attitudes rather than our age, income or location<br />You can and should use these communities to improve how you use and understand media<br />

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

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Problems, problems...<br />Low budget talking to everyone<br />This was for international development<br />Austerity<br />Charity begins at home<br />Fatigue<br />We need to find who were passionate about this...<br /> TGI!<br />

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TGI can match on attitudinal statements – but which ones?<br />It is important to continue learning new things throughout your life<br />You should seize opportunities in life when they arise<br />It is more important to do your duty than to live for your own enjoyment<br />I think we should strive for equality for all <br />I like to be surrounded by different people, cultures, ideas and lifestyles<br />I am interested in international events<br />I am interested in other cultures<br />Disagree: I don't want responsibility, I would rather be told what to do<br />I buy Fair Trade when I can<br />974,000 adults<br />Agree with all 9 statements<br />Source: GB TGI 2010 Q4 (July 2009 - June 2010)<br />

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What did we do and how well did it work?<br />Rather than the media planner selecting and shoe horning TGI statements to fit, we asked a community of existing supporters what they agreed with<br />We then were able to bring in a much tighter schedule talking to those that were predisposed <br />The campaign delivered <br />48% uplift in awareness (23% to 34%) amongst those open to the message<br />35% increase over target in new supporters (volunteers and givers)<br />

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The New World - Multiple Media Consumption and Micro Audiences<br />Most media planning assumes the audience sits in a Petri dish consuming the message in perfect laboratory conditions<br />Media measurement tools also look at reach, frequency and efficacy in isolation<br />

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This is not true!<br />

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We know it happens but not in a form you can plan with<br />

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Across media stacking, the most likely link will be the passion they are indulging…<br />

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But also you could...<br />Ask them what they are doing?<br />Create online or mobile content that works with the linear consumption<br />Prompt dialogue<br />

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Behaviour within media not always easy to follow in a micro media world<br />MUTV is a subscription based TV channel<br />It is one of the largest a la carte channels on offer<br />But even with it’s size, traditional measurement with tools like BARB does not give robust insight<br />

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BARB % Reach of Audience for MUTV<br />13<br />Source: BARB, average share week 28 – 31, 2009<br />

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

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

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Conclusions<br />Existing tools like TGI are great<br /> but can be better when you link the attitudinal statements from your own community and consumers<br />Talking to a community closer to your audience will help you to understand what they are doing in the new stacked media environment <br />Use your own communities to understand what they like and get true and more robust understanding where large scale planning tools do not work<br />