Calls for web currency as IPA launches integrated planning database
The launch of the Institute of Practitioners in Advertising's (IPA) integrated planning database led to calls today for the media research industry to develop a standard measure of website audiences.
Bob Wootton, director of media and advertising at the Incorporated Society of British Advertisers, was among those making the demand at the presentation held in London this morning.
He said: “A web currency needs to be developed, and quickly. It is a huge issue hanging over the industry and needs to be pushed forward as it is blatantly required.”
Lynne Robinson, research director for IPA, said: “The internet is now more popular than the national press so there is a gap here.”
Calls for a web currency rang out as planners had their first look at the IPA's new database, touted as the world's first multimedia planning tool.
The database is the result of integrating industry currencies for TV, radio, print, outdoor and cinema with the IPA Touchpoints Hub Survey – a £1m study that tracked the media usage and activities of 5,000 UK adults at half-hour intervals for seven days.
For newer media channels that do not have an established currency – including the internet, SMS and direct mail – the database simulates usage.
IPA is planning another Touchpoints survey next year but with a bigger sample to improve reliability.
Author: Matthew Secker