New experience database launches

MESH Planning has announced the launch of the first independent database of international touch point data.

The TROI Experience Database has captured over 100,000 consumer/brand touch points, said MESH, and is unique in that participants also rate the positivity of each interaction, allowing the measurement of the level of engagement in every brand experience.

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 TV still boasts the largest and most captive audiences.

Fiona Blades, MD and chief experience officer at MESH, said: “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 as each TROI study is added into the database.

Jo Rigby, research director, EMEA, at OMG, said: “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.”