IPA Launches TouchPoints 2

The IPA today unveiled the new Touchpoints2 Integrated Planning Database, which is set to become available from Telmar, IMS and KMR from the end of this month.

All the previous data currencies will still be available on the new system, as well as Fame for cinema, which replaces Caviar.

In addition, Touchpoints2 now has a simulated search metric included from five search engines – AOL, Ask Search, Google, MSN and Yahoo! – for the first time.

The Integrated Planning Database (IPD) is the second phase launch of IPA’s TouchPoints2, following the publication of its SuperHub survey in June this year (see COI Adds Weight To TouchPoints2).

Lynne Robinson, IPA research director, said: “The IPD is a huge technical challenge, however, we are delighted that we have been able to improve and extend the work pioneered in TouchPoints1.

“Together, the IPA TouchPoints SuperHub and IPD deliver a unique planning and evaluation tool which can be used in all stages of the planning process,” she added.

Robinson claims the new system is the “biggest and best multi-media channel planner in the world”.

According to Jim Marshall of Starcom, there are around 42 different organisations currently subscribing to TouchPoints, including all major media agencies, who are now reportedly using the system as a fundamental part of their media planning process.

The IPA are looking to release a TouchPoints3 system next year.

IPA: 020 7235 7020 www.ipa.co.uk