Lintas Media’s ‘Inteligrip’ — Intelligent GRPs

‘Intelligent GRPs’! This quest led to the inception of the latest tool from Lintas Media Services, ‘Inteligrip’, which is ‘inspired’ by the findings of the ‘Initiative BBC Ad Watch 2004 — Advertising Avoidance Research’ (AAR).

Constructed by ‘Intellect’, the research arm of Lintas Media, Inteligrip follows a three staged process to devise a media plan, which allows higher cost efficiencies and hence savings. “Deliver-ing GRPs alone is not enough, people should see it. Inteligrip aims at providing GRPs, which constitute interested and relevant eyeballs,” says Lynn de Souza, Director, Lintas Media Services.

The tool is relevant as the AAR study proves that ad clutter has consistently increased over the years (and efficiencies on TV have dropped) — only 31 per cent of the population is receptive to advertising. Higher the reach of the medium, the more the avoidance — seen in the upper SECs.

One differentiator for Inteligrip comes in its dependency on ‘Ad World’, a concept derived from ‘Ad Stock’. It implies the varied ads that any brand’s relevant target has been recently exposed to. Lintas Media believes that with 19 per cent of TV viewership time spent on watching ads (and given that ads do condition mindsets), targeting a ‘receptive’ consumer allows a higher assurance that the communication message is not wasted. Hence, the media plan should take advantage of the knowledge of Ad World.

The glitch is: if the Ad World set isn’t correct, the whole media plan could go wrong. “Which is why we are very careful in constructing the Ad World,” de Souza explains, “The most important parameters are centred around the objective of the proposed communication for which the TV plan is being constructed. From then on, to identify what kind of previously received ad messages would most influence the target group either consciously or otherwise. If the chosen parameters result in too much polarisation of data, which negate each other out, then they have to be redone. For instance, past advertising and competitive advertising are obviously chosen. But other ads, which also enter into the frame of reference, must be looked at while finalising — like airline and tourism ads have to be considered for a luggage brand.”

….. To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated April 4-10, 2005