Martin Agency Takes Top Prize In MBI Competition
The Martin Agency/Ingenuity Media Group has won the gold prize in the Media Behavior Institute’s case study competition for maximizing the USA TouchPoints research service in achieving business objectives.
Martin won for an initiative that boosts sales for a quick-service restaurant client using weekday offers, while moving away from a TV-heavy media mix and reaching
Hispanic consumers with more efficient platforms.
OMD/Annalect took the silver prize for using USA TouchPoints data to help advance its social media strategy. OMD used the data to inform research that found men are more confident when engaging in social networking, while women experience a range of emotions from excitement to frustration.
The bronze prize was awarded to Katz Marketing Solutions for demonstrating to a soft-drink client the effectiveness of radio. Katz was able to illustrate a link between shopping patterns and radio consumption.
The winners variously used USA TouchPoints for different initiatives: media planning, consumer research and supporting sales calls. Media Behavior Institute executive director Mike Bloxham said: “One of the strengths of the data set is that it has a very, very wide range of applications.”
The three-judge panel for the competition included the Media Behavior Institute’s COO Alice K. Sylvester, Advertising Research Foundation Chief Research Officer Dan Gloeckler and Jane Clarke, who heads the Coalition for Innovative Media Measurement. All clients using the USA TouchPoints data were eligible to enter.
USA TouchPoints data is derived from individuals who complete a survey every 30 minutes throughout their day via an iPhone app over a 10-day period. Respondents record their locations, activities, social settings, communications (via email, talk, text, etc.), media consumption and emotions.