RAB and IPA Combine for Behavioural Planning Tool

In the UK, the Radio Advertising Bureau (RAB) has unveiled a collaboration with the ad association IPA's Touchpoints survey, to help planners analyse media's role in connecting with and influencing consumers at relevant moments.

The resulting interactive behavioural planning tool is called Snapshots, and uses RAB's radioGAUGE data, along with case studies and 'inspiring audio' in tandem with the Touchpoints data. The latter shows that 'around 40% of all time spent engaged in tasks and activities is accompanied by media consumption', according to Snapshots marketing, which continues: 'Use this tool to find out which media are best for reaching people across the day when engaged in tasks and activities relevant to your campaign and to be inspired by pertinent radio case studies, audio and effectiveness data.'

Lynne Robinson (pictured), Research Director of the IPA comments: 'TouchPoints shows that we spend an ever growing proportion of our time multi-tasking - engaging in a wide range of activities and media consumption. Snapshots presents a speedy and easy opportunity for media planners to access and understand this data'.

Web sites: www.rab.co.uk and www.ipa.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.