MESH Planning, pioneer of the first real-time 360° touch point approach TROI, today announces the launch of TROI Experience Database, the first independent database of international touch point data.
With over 100,000 consumer/brand touch points captured, the resource offers brand owners, media planners and research directors an unrivalled tool for audience insight, targeting and media planning.
TROI is the only way for marketers to measure every single consumer interaction with their brands in real-time. The approach is unique in that participants also rate the positivity of each interaction; therefore the TROI Experience Database provides the first way to measure the level of engagement in every brand experience.
The TROI Experience Database has been built using data gathered by MESH’s revolutionary TROI approach over the last three years.
The TROI Experience Database can be used to provide a simple snap shot of the most popular and engaging touch points or to drill down into specific engagement levels within industry sectors or amongst certain demographics. Currently, the TROI database shows that TV continues to hold the most power as a medium, both in terms of reach and engagement, confirming that although the growth of new media is strong, TV still boasts the largest and most captive audiences.
Most useful for campaign planning, the TROI Experience Database can be used to understand brand experiences across certain demographics. For example, it can show which channel works best at reaching under 35 year old mums in a direct comparison with older mums.
Additionally, if a brand is looking for sector or product specific information, the TROI Experience Database can be used to highlight the touch points with the largest reach and most engagement in each. For example, within the FMCG market the most effective touch points are, in store, TV followed by the consumer using the product themselves.
Fiona Blades, MD and Chief Experience Officer at MESH, comments: “We have been using the database to provide benchmarks for our clients to measure their activity against. However, it has now become large enough to mine for stand-alone analysis to unveil new insight on how people are connecting with brands.”
Currently the database includes brand experiences from across Asia, Europe and the US and continues to grow in size and breadth as MESH adds every single TROI study directly into the database. MESH has already used the database to provide media planners at Omnicom Media Group (OMG) with bespoke information, playing a pivotal role in campaign strategy and planning.
Jo Rigby, Research Director, EMEA, at OMG, adds: “We spotted the opportunity to use the TROI database over a year ago as a unique source of insight and evaluation for channel planning. The measurement of positivity adds a valuable layer to our approach and enables us to tailor bespoke campaigns, taking the impact of our media planning to the next level.”
For Further Information please contact:
Sally Whatley +44 207 612 1159 firstname.lastname@example.org
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