RAB launches behavioural planning tool

The Radio Advertising Bureau and the Institute of Practitioners in Advertising have collaborated to create Snapshots, a new planning tool.

Simon Redican: managing director of the RAB
Simon Redican: managing director of the RAB

The interactive behavioural planning tool, which the RAB claims is a world first in behavioural planning and is available at www.uksnapshots.com, combines IPA TouchPoints data with the RAB's RadioGauge data as well as case studies.

It also incorporates audio clips that have performed well or the RAB believes are particularly creative.

The tool aims to give planners insight into how media can help connect with and influence consumers at relevant moments during a day or week.

Simon Redican, the managing director of the RAB, said: "IPA TouchPoints definitively demonstrates that radio dominates important consumer occasions.

"We want to highlight this opportunity to help planners capitalise on relevant activities for their clients and demonstrate how other advertisers have exploited these opportunities."

Media planners will be able to use Snapshots to explore which media are best for reaching people across the day, when engaged in tasks and activities relevant to a campaign, such as when they are washing/dressing or commuting to work.

The RAB also hopes planners will be inspired by the radio case studies, audio and effectiveness data.

Stewart Easterbrook, the UK chief executive of Starcom Mediavest Group, said: "We welcome these developments from RAB. Behavioural economics, recent theory and industry research posit that reaching people 'in the moment' with related messages boosts communications effectiveness."

Lynne Robinson, the research director of the IPA, said TouchPoints showed how people spent a growing proportion of their time multi-tasking.

She said: "Snapshots presents an easy opportunity for media planners to access and understand this data."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Rajar Q2 2014: Capital returns to London commercial radio top spot

Rajar Q2 2014: Capital returns to London commercial radio top spot

Double-digit growth in 95.8 Capital FM's reach since the last quarter has helped the station claw back the lead from Magic 105.4 in London's radio listening.

Share
Yahoo keeps agencies guessing about Europe

Yahoo keeps agencies guessing about Europe

The company might have spent the past couple of years in an acquisition frenzy, but what's the strategy? By David Benady.

Share
Tech viewpoint on multichannel content

Tech viewpoint on multichannel content

Video content is the undisputed jewel in the digital advertising crown. As an online engagement tool, it is in exponential growth, no doubt fuelling, at least in part, yet another revision upwards of online spend in the latest IPA Bellwether Report.

Share

Get news by email