How are people engaging with media in this stacked media environment? This presentation goes into how media planners can use passion to speak to their audiences. Presentation for the Co-creation Hub event at the RSA on 9th Nov 2010. For more info go to http://ldn.co-creationhub.com/

1. Planning on PassionAdaptive Planning in Media 9th November 2010

2. 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

3. 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

4. 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!

5. 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)

6. 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)

7. 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

8. This is not true!

9. We know it happens but not in a form you can plan with

10. Across media stacking, the most likely link will be the passion they are indulging…

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

12. 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

13. BARB % Reach of Audience for MUTV 13 Source: BARB, average share week 28 – 31, 2009

14. 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

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

16. 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