GeoPoll was pleased to attend the Pan African Media Research Organization (PAMRO) annual conference last week in Mauritius. GeoPoll sponsored the event, which spanned two days and allowed leaders in the media industry from across the globe, including executives from DSTV, Telmar, Ipsos, and BBC, and more, to discuss the latest trends in audience measurement.

Some of the themes showcased at this year’s conference included data fusion and the use of multiple samples in audience measurement, and case studies highlighted recent innovations in the industry, such as passive audience measurement. Notable presentations included those by BARC India, who has created a system that accounts for all media touchpoints in one sample and includes second screen consumption, and TIFA Research Kenya.

GeoPoll was also excited to present on some of our work with Pilot Media Initiatives, an organization that brings innovative and impactful media projects to life around the globe. In the presentation, GeoPoll’s JP Murunga demonstrated how we were able to use mobile-based video surveys combined with GeoPoll Audience Measurement data to assist PMI and Channels TV in their launch of the popular ‘The Other News’ in Nigeria. By sending respondents video clips of ‘The Other News,’ a satirical news show and the first of its kind in Nigeria, show creators were able to gauge reactions to the content and demonstrate the impact that satirical news could have over traditional news.

Pilot Media Initiatives was also able to use GeoPoll Audience Measurement data to determine the ideal timeslot for ‘The Other News’ before the show launched. As the show aired they used GeoPoll data to assess the success of the show, finding that by the end of the first season it had risen to the top-rated show in its timeslot. Our full presentation, authored jointly with Pilot Media Initiatives, can be viewed here. To learn more about the launch of ‘The Other News,’ see this profile of the show in The New Yorker.

As media research continues to evolve in Africa and around the globe, GeoPoll looks forward to future discussions with our audience measurement peers at PAMRO and other events. For more information about GeoPoll Audience Measurement, please contact us today.

The post GeoPoll at PAMRO: How Mobile Research Helped Launch Satirical News in Nigeria appeared first on GeoPoll.

The theme of this year’s conference is, ‘Content is King, and he is one of us’, a 360° view of media research and measurement to drive relevance, creativity, and innovation in advertising and media planning, now and in the future.

In line with this year’s theme, the GeoPoll team; Business Development Lead – Global Key Accounts and Custom Research, Matt Angus Hammond and Client Services Manager -Media, Akinyi Okulo shall present a paper titled ‘Audience Wars: OOH Media Takes a Stand’ on Wednesday 30th August from 11am- 11.30am local time.

The GeoPoll PAMRO Presentation Summary
In the battle for the African consumer’s attention, OOH has had one major weakness putting pressure on its prominence in advertising budgets. Last year, Max Richman (GeoPoll) and Daniel Cuende (Cuende Infometrics) presented an audience measurement solution using ESOMAR-specified best practice and placing it in a modern African context. Through the use of satellite and mobile phone technology, OOH audience measurement data, using the same units of currency (reach, frequency, GRP’s etc.) is now available in South Africa and Kenya, and will soon arrive in Uganda, Tanzania, and other markets. But an important question remains: What does the data tell us?

PAMRO Gala Dinner: Welcome Drinks Session
On Tuesday evening, GeoPoll shall host all conference attendants at the Aquarium for a welcome drink and interactive session which shall be followed by the PAMRO Gala Dinner. This shall be an opportunity for other media stakeholders to engage directly with the GeoPoll team in an informal setting regarding media and Out Of Home (OOH) audience measurement products and services.

The PAMRO conference is a great opportunity to explore the latest developments in media research from across Africa while networking with industry figures from across the continent and beyond – in a luxurious setting.  This is the 4th year that GeoPoll is participating and sponsoring the annual media research conference. Get the full conference concert and list of speakers.

GeoPoll’s audience measurement services

GeoPoll’s Media audience measurement is currently in 8 countries in Africa as well as in Afghanistan collecting overnight audience media ratings data. The GeoPoll Out Of Home (OOH) audience measurement service launched in 2016 is currently available in South Africa and Kenya. 

The post GeoPoll goes to PAMRO 2017, A Conference on Media Research in Africa appeared first on GeoPoll.