The Promised Land of Cross Media Integrated Research
A road map for getting there
Tuesday 14th May
11:00 to 12:00
United Arts Club, 3 Upper Fitzwilliam Street,
Free to attend, all welcome.
• Aidan Green, Managing Director of Mediavest and IAPI board member
• Steve Wilcox, Managing Director of RSMB and Ross Wightman, Head of Business Development. (RSMB is one of the companies involved in the IPA Touchpoints survey).
Currently media owners spend significant amounts of money on research in the Irish market. An estimate of annual costs is €2 million.
Some of these research contracts are up for re-negotiation in 2014, so there is an opportunity for change.
Despite each one being the ‘gold standard’ with large establishment surveys and sample sizes, the reality is they are not being used as planning and buying tools by agencies.
Clients are increasingly demanding cross media integrated research. Agencies need a multi-media planning tool which enables them to produce more realistic media strategies and plans.
As an industry we need to meet the challenge of integrating the industry media currencies.
One solution is a fused database for the purpose of cross media planning which contains the gold standard audience measurements from the individual research surveys.
IAPI is keen to show leadership in this area and drive change. Find out about our plans at the meeting.