8 K 6 K 4 K 2 K On Mobile Phone Using Radio or Other Audio Watching TV Preparing Food Snacking ENERGY/NUTRITION BAR USERS SNACKING WHILE USING MEDIA
7 a.m.— 8 a.m.
6 a.m.— 7 a.m.
8 a.m.— 9 a.m.
9 a.m.— 10 a.m.
10 a.m.— 11 a.m.
11 a.m.— 12 p.m.
12 p.m.— 1 p.m.
1 p.m.— 2 p.m.
2 p.m.— 3 p.m.
3 p.m.— 4 p.m.
4 p.m.— 5 p.m.
5 p.m.— 6 p.m.
Source: USA TouchPoints 2012
Base: Adults 18–61, last 6 months
6 p.m.— 7 p.m.
7 p.m.— 8 p.m.
8 p.m.— 9 p.m.
9 p.m.— 10 p.m.
10 p.m.— 11 p.m.
11 p.m.— 12 a.m.
Once the challenges around successful
integrations have been conquered, the rewards
can be sizable. For example, GfK MRI’s integration with USA TouchPoints has produced a
consumer database that examines custom brand
targets within the context of how those consumers interact with others, their location, media
usage, and emotional state-of-mind throughout
The chart above shows when nutrition/energy
bar users are using various media while snacking, a potent insight for thinking about when
messages should be delivered.
An Opportunity for
The era of Big Data is upon us and growing faster
than most of us could have ever imagined. The
successful brands will be those that expect
collaboration from their people and their marketing
databases in order to achieve optimal consumer
targeting effectiveness. If we do not strive for more
collaboration among our disparate datasets, we will
reinforce the marketing silos that exist around
brand marketing activities, whereas the goal is
optimal integration across all marketing channels.
Scott Turner is the executive vice president of
agency and advertiser sales at GfK MRI. You
can contact him at firstname.lastname@example.org.
ANA Thought Leadership Series May 2012 | 11