Achieving Scale in African Audience Research Through Mobile. PAMRO Presentation 2015

Transcription

1 Achieving Scale in African Audience Research Through Mobile PAMRO Presentation 2015

2 BIGGEST barriers to

3 Key barriers of Scaling Market maturity and sizes Differences in infrastructure Methodology and cost Market fragmentation language, culture

4 What does scale mean?

5 Scaling achieves Consistent methodology across different markets Consistency in delivering information Capture a large proportion of population Making results more accessible more people Buy in from the industry

6 SOLUTIONS?

7 Is PASSIVE the solution?

8 s PASSIVE the solution? Cost Prohibitive Data transmission issues Misses out of home & mobile Power unreliability

9 What about mobile phones?

10 2new mobile phones are bought every second 3600 by the time this talk is done

11 26% of Africans have access to the internet. 74% That means DO NOT have access to the internet

12 70% of Africans have a mobile phone with SMS, voice services. That means an additional 44% are connected via mobile vs internet 17 African countries have sms penetration rates of 90%+.

13 Mobile is streamlining research Traditional face to face Mobile CAPI Mobile self complete Design Briefing Print Design Script Design Script Courier Interview Courier Interview Briefing Send & Reply Quality control Data capture Analysis Quality control Analysis Quality control Analysis

14 How mobile SCALES today Partnering with mobile network operators in order to achieve scale. Coverage Extensive and growing mobile coverage Two-way Communication Real-time communication through SMS, voice, or mobile web. Billing System Integration No cost to reply, and ability to credit a user s airtime or mobile money account.

15 CONSUMERS Out of home Mobile first Multi-screens

16 KGMM Availability One consistent methodology, across all countries. Currently live in: Ghana Kenya Rwanda Tanzania Uganda Nigeria Live Media Measurement Market Future Media Measurement Market Future Markets: Mozambique DRC Cote d Ivoire Angola Zambia

17 Joining forces to offer a continent-wide solution for real-time media measurement: Client relationships Local knowledge Data analysis Kantar GeoPoll Media Measurement (KGMM) Enormous sample Real-time results Scalable methodology Media research expertise Competitive intelligence Global reach

18 Hybrid solution

19 What is KGMM? Real-time media data, 365 days a year SMS surveys capture individual behavior 4 hour recall is most accurate in the market Media planning and evaluation tools increase ROI

20 KGMM Products KGMM offers the following products, all available 24/7 via an online dashboard: Audience size Ratings Channel share Online Ratings Book Currently available for TV & Radio, and Print. Media Planning Suite Plan future ad spend based on ratings data Automatically find toprated slots Export plans to Excel for easy buying Post- Campaign Evaluation Product Evaluate prior ad spend based on actual performance See which time slots worked best for your campaign

21 ethodology Details A 4 hour recall period provides the most accurate, most cost efficient way to measure media daily. Minimum 500 completes each block, 4-6* blocks each covering 4 hours each day 02:00-06:00 06:00-10:00 10:00-14:00 14:00-18:00 18:00-22:00 22:00-02:00 Time Survey Conducted *24 hour blocks can be turned on with customer demand

22 Key benefits of KGMM 4-hour recall is the shortest recall time in the industry, giving us the most accurate data possible. KGMM s unique mobile survey methodology measures individuals as they consume media throughout the day. A panel of 500 per time block allows for comparison across demographics. SMS surveys reach those with any phone, even without a data connection or airtime credit. A small incentive after each completed survey ensures panel retention rates remain high.

23 Key benefits of KGMM SMS CATI Traditional diaries Representative Can be created to be nationally representative Can be created to be nationally representative Can be created to be nationally representative Trended GeoPoll tracks similar demographic respondents over time, sample size of 500/time block Difficult to return to same respondents over time Yes, but typically only one week not continuous Timeliness 4-hour recall time Next day or weekly recall not as effective as same day Time of completion is unknown Immediately Available GeoPoll's next day data leads the industry Long collection and aggregation times Long collection and aggregation times Integrated into planning tools GeoPoll offers a complementary proprietary planning tool and also integrates into Telmar Yes Yes

24 Online Ratings Book Media ratings measures: measures: Ratings points Audience size Channel share Trend Analysis: Performance of certain days or times of the week Station vs. station performance Filter options: age, gender, geography, LSM & psychographics

25 Online Ratings Book Data Visualization Filters Data Table

26 Media Planning Suite KGMM tool automatically analyzes time slots to find the best and most costeffective opportunities for advertising. Use the tool to optimize for low cost, or target key demographics. Automated calculation of Gross Ratings Points (GRP) Media planners have ability to customize: Rate card costs Agency discounts Easily exportable report allows users to buy ads from created plans.

27 Media Planning Suite

28 Post Campaign Evaluation Evaluate the performance of past media plans or programming using actual ratings data. Bulk import media plans to GeoPoll s dashboard, or use your plan from GeoPoll s Media Planning Suite. See performance of ad slots the day after they run, including actual audience reach, GRP calculation, cost per point, and CPM. Export reports to Excel for additional analysis. Integrate your media monitoring service with GeoPoll s tool to compare ratings to exact ad slot time.

29 Post Campaign Evaluation

30 ROI Case Study Female, 25-49, LSM 6+ Client X had identified a target market for their leading FMCG brand, and had developed a 30 second TV commercial for Nigeria Agency Z media planners had drawn up a campaign of 64 spots over 4 months for the commercial KGMM was invited to demonstrate how this plan could be improved upon with our Media Planning Suite

31 ROI Case Study The Agency Z media plan was designed with the help of traditional diary data Spots: 64 Target Market GRP s Total cost of campaign NGN ,252 ($105,150) Average cost per GRP NGN 57,466 KGMM s media plan relied on detailed, continuous, 30-minute audience data Spots: 62 Target Market GRP s Total cost of campaign NGN 20,360,240 ($102,290) Average cost per GRP NGN 39,789

32 ROI Case Study KGMM data added (accounting for additional GRP s and lower costs) over NGN 6,4 million ($32,500) to the value of this campaign 31% improvement in ROI

33 NGN 6,4 million ($32,500) added to the value of this campaign by KGMM data

34 improvement in ROI

35 ROI Case Study Outdated data and guesswork VS Real time data Without data, media planners are forced to make ad buying decisions based on guesswork, spending money to reach those outside their target audience. KGMM uses real time audience data to identify the best spots for a campaign s target. Fewer spots, more efficiently selected improves ROI.

36 Contact Us John Muthee VP Business Development Africa, GeoPoll James Eberhard CEO, GeoPoll Chacha Baraka, Regional Business Development, GeoPoll Max Richman Data Scientist, GeoPoll