{"id":1329,"date":"2014-10-01T10:32:49","date_gmt":"2014-10-01T14:32:49","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1329"},"modified":"2017-08-31T16:00:50","modified_gmt":"2017-08-31T20:00:50","slug":"media-consumption-a-new-measuring-stick","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2014\/media-consumption-a-new-measuring-stick\/","title":{"rendered":"Media Consumption: A New Measuring Stick"},"content":{"rendered":"

By Joanne Van der Burgt, Ipsos MediaCT<\/strong><\/em><\/p>\n

\"Joanne
Joanne van der Burgt<\/figcaption><\/figure>\n

You\u2019ve likely heard the classic words uttered over a century ago by John Wanamaker, a department store mogul and pioneer of marketing: \u201cHalf the money I spend on advertising is wasted; the trouble is, I don\u2019t know which half.\u201d How far we\u2019ve come!<\/p>\n

Whether television, radio, out-of-home, social media, web or print, we know that consumers have more media options than ever before. And as the world of media continues to be reshaped by technology, so too do the methods we use to measure consumption need to evolve.<\/p>\n

So, how do you measure media with all these changes?<\/strong><\/p>\n

Simply put, the shifting landscape calls for a true \u2018single-source\u2019 multi-media solution.<\/p>\n

As marketers and advertisers, you\u2019re bound to ask questions like, who\u2019s using what media? When and where is it being consumed? And how do they feel when they consume? The answers to such are critical in measuring success, performance, and ultimately, in boosting engagement.<\/p>\n

My team at Ipsos is in advanced discussions with agencies and media companies, as well as a licensing agreement with the Institute of Practitioners in Advertising (IPA), looking to launch a solution in Canada that answers exactly that \u2013 TouchPoints<\/strong>. Available through the IPA in the U.K. since 2008, TouchPoints is a unique consumer centric multi-media database designed to provide insights into how people use all media.<\/p>\n

For example, we can use it to measure elements such as:<\/p>\n