Well done @msk_kenya and @GeoPoll for this excellent event. #worldcupinafrica insights by African fans survey report launch pic.twitter.com/6nC6VemdFO

— Joel Karubiu (@joelkarubiu) May 17, 2018

The colorful event was graced by such sports personalities as Carol Radul, renown Kenyan sports journalists, media buying agencies, and marketers. It was an opportunity for MSK members and brand owners seeking in on the World Cup season action to get fresh insights into how Africans will be watching this global event in less than a month.

#WorldCupInAfrica. Numbers and insights on trends around the World Cup done by GeoPoll. pic.twitter.com/fKo5hJlj8m

— Warothe Kiru (@warothe) May 17, 2018

The 20-page report is the product of a multi-country survey conducted by GeoPoll in 6 African countries to gain an understanding of the popularity of the World Cup in Africa, predict viewership trends for the tournament, and give insights into what teams Africans are rooting for in 2018. The report includes in-depth data on World Cup enthusiasm from 6 Kenya, Nigeria, Ghana, Senegal, South Africa, and Tanzania.

The evening event was held in Nairobi. The program included a presentation of the main report highlights, a panel discussion by media owners and sports enthusiasts and a World Cup trivia competition.

The report presentation by J.P Murunga, GeoPoll’s Senior Client Services Manager opened up the stage to a moderated discussion amongst the invited panelists. The panelist were: Monicah Ndung’u – General Manager, Kwese Free Sports Kenya; Carol Radull – Sports presenter & enthusiast, Radio Africa Group; Akinyi Okulo, GeoPoll’s Senior Client Services Manager – media. The session was moderated by Michael Kwambo, Media and Communications Manager at the Kenya Rugby Union. The discussion dwelt on what the insights meant for all the stakeholders, lessons learned, and the next cause of action for marketers, media owners and media buying agencies.

Some of the highlights of the panel discussion were: the lack of brand awareness amongst respondents of the survey; the growing interest towards football and the World Cup among female fans; the need for marketers to look at the event as one that happens every for years hence the need to find creative ways of appealing to fans beyond the 90 minutes of each game.

Team flags at the event of countries representing Africa at the world cup #worldcupinafrica @msk_kenya @GeoPoll nice touch pic.twitter.com/YGOEUdSs6S

— Joel Karubiu (@joelkarubiu) May 17, 2018

The World Cup Trivia session that followed the panel discussion was an opportunity for the guests to test their skills and knowledge of the sport as well as marketing around the World Cup season. GeoPoll conducted the 18 trivia exercise via a mobile web interface that contained multimedia based questions such as audio, videos, memes and photos. Analysis of the correct responses and the corresponding winners was completed within 5 minutes. Three Winners of the trivia walked away with some exclusive GeoPoll merchandise.

Download the full report here, or contact GeoPoll if you are interested in gaining access to our daily TV ratings during the World Cup or running a custom survey around World Cup activities, contact us

The post GeoPoll Partners with Marketing Society of Kenya to Launch 2018 World Cup Insights Report appeared first on GeoPoll.

This was a key takeaway from the recent PAMRO conference  which took place in Cape Town, South Africa from 27 – 30 August 2017.  The conference brought together over 100 delegates representing the media and media research landscape in Africa.

The increases in population and constant changes in the dynamics of environments, increased fragmentation of TV, radio and even print, suggest that the oldest form of advertising, the ‘billboard poster’, whether static or digital, is still the most cost-effective and impactful medium to reach the mass or the new niche markets  – Akinyi Okulo, Client Services Manager,  Media, GeoPoll

OOH’s Return On Investment Is Becoming Measurable For the first time, a common currency is available allowing advertisers to compare Out of Home (OOH) media measurement with other channels on a like for like basis.

We were honored to have our very own Matt Angus-Hammond, Global Key Accounts and Custom Research present “Audience Wars: Out of Home Media Takes a Stand” at this year’s conference.  His presentation demonstrated to attendees  the ability to measure audience and campaign effectiveness with Out of Home media measurement by the OOH advertising industry. Through use of satellite image and mobile phone technology, we can now calculate audience metrics for OOH channels using the same units of currency including GRPs, frequency, impacts, reach and audiences.

His presentation (pdf) demonstrated to attendees the ability to measure audience and campaign effectiveness with Out of Home media measurement by the OOH advertising industry. Through use of satellite image and mobile phone technology, we can now calculate audience metrics for OOH channels using the same units of currency including GRPs, frequency, impacts, reach and audiences.

“The PAMRO 2017 conference highlighted the dynamic, even turbulent, situation media finds itself in across the African continent and indeed worldwide. For example, GeoPoll’s OOH audience measurement case study revealed the channel’s extraordinary ability to reach huge numbers of people, something which the increasingly fragmented television and radio media can no longer claim. But exposure does not necessarily mean effectiveness, and Marshall McLuhan’s old adage ‘the medium is the message’ is looking shaky. The message is everything. Content is king.” – Matt Angus Hammond, Global Key Accounts and Custom Research, GeoPoll

As mentioned during Mr. Angus-Hammond’s presentation, brands and advertising agencies can now better understand which locations have the highest audience size on weekdays and weekends by key demographics as well as see when and where target audiences travel throughout the day.

Cuende Partnership
It’s in partnership with Cuende, that we offer media measurement from television, radio, and print to the Out of Home advertising industry. Cuende is a leading outdoor advertising data provider in Europe and Asia that uses satellite imagery to measure traffic at specific locations throughout the day. 

OOH and TV/Radio Measurement Come Together

We were honored not only to have Mr. Angus-Hammond present at this year’s PAMRO conference, but he was joined by Akinyi Okulo, Client Services Manager, Media, GeoPoll who spoke on the tendency to compare OOH advertising to TV and Radio. Ms. Okulo spoke about our media product, KGMM, which measures TV, Radio and newspaper audience ratings across 11 countries in Africa to provide overnight media data.

“The future of audience measurement is fenced within the context of content.  PAMRO 2017 has presented a unique opportunity for peer learning as well as exploratory methodologies on identifying, tracking and measuring content.” Akinyi Okulo, Client Services Manager, Media 

Download Mr. Angus-Hammond’s full presentation now

The post Out of Home Media Takes a Stand at #PAMRO2017 appeared first on GeoPoll.