The Relevance of Audience Research to Advertising ROI
Transcript of The Relevance of Audience Research to Advertising ROI
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The relevance of audience research to advertising ROI
Joe OtinCEO, The Collective – Interactive Ad Agency
Chairman, Advertising Standards Board of KenyaVice President, PAMRO
Member, KARF Oversight Committee@joe_otin
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Discussion points• Audience research• KARF • PAMRO• Benefits of robust audience measurement
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BBC• 1960s – first commissioned TV research• Major audience fragmentation• Government owned to media liberalization • Kenya – 50 TV stations, 170+ radio stations, 10
dailies, 50+ magazines
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Audience measurement• How many people in the audience• Who are they• Across all media• Passive measurement• Declarative measurement• Joint Industry Committees
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KARF• Research limited & commercial before 2007• Formed in 2007 by stakeholders• Better, continuous data• Increased advertising spend• Growth despite financial crisis
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PAMRO• Africa research companies join hands in 1999• Develop uniform research infrastructure in
Africa• 17 countries with audience measurement• Social economic segmentation launch in Dar
23rd to 26th August 2015
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World class research• New technology, passive• Accurate, real-time• Nationally representative panel• Single source• Affordable
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Benefits• Media – scheduling, inventory control• Ad agencies – optimization, targeting, speed• Advertisers – more bang for buck, ROI
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Thank you
@joe_otin