Netflix, YouTube, where TV is heading and the African digital consumer are in the line-up and will be explored from 21 to 24 August 2016 at the 17th annual PAMRO conference, which once again offers delegates access to the cutting-edge of audience measurement in Africa, through presentations by global leaders in the media measurement field.
At the Elephant Hills Resort in Zimbabwe, presentations will explore the theme Africa Media Research in a Globally Connected World against the backdrop of the magnificent Victoria Falls, with some of the following presentations included in a compelling line up.
A test where we measure Netflix viewing and YouTube viewing using two different methods (CATI and Online Panel) – Challenges and opportunities
MMS, the TV and online video JIC (Joint Industry Committee) in Sweden, aims to launch and maintain a TV and online video currency covering all viewing, on all video content, on all devices. In order to do that, MMS has developed a unique method to measure viewing online. Magnus Anshelm, CEO Mediamätning I Skandinavien Mms Ab, Sweden presents a paper that goes through the different tests and comparisons that MMS conducted with different partners to measure viewing on Netflix, YouTube and other OTT services.
Where is TV audience measurement heading?
As TV grows and changes, so TV audience measurement needs to move away from standardised single solutions to a more creative and flexible basket of high-quality measurement solutions. In this new world, it is constantly necessary to ask the question, ‘where do we go next?’ This is no longer just a journey through technical challenges, it requires a core set of principles to assist navigation. Jennie Beck, Director of Media, TNS Global and Kantar Media takes the audience through Kantar Media’s guiding philosophy – a blueprint for TV audience measurement systems for the future, pragmatically adapted for developed and developing markets.
Quantifying, Understanding and Marketing to the African Digital Consumer
Africans have embraced the Internet, driven by the need to connect with friends and family and the increasing affordability of Internet-capable phones. Kenya, Nigeria and Ghana are developing into primary African nations to watch for digital adoption and usage, with urban based internet penetration on the rise. According to Internet World Stats there are 129.9m Internet users across these markets (Ghana 5.2m, Kenya 32m, Nigeria 92.7m). With this in mind, Abim Onasanya, founder of Kouni SDS, a consumer insights and data-led marketing solutions company in the Middle East & Africa, considers the African digital consumer.
Consumer Media View
The media mix plan remains ever important and at the same time elusive, as marketers seek to follow the rapidly evolving and diverse consumer. With the increasing need to spread advertising spend across multiple channels, return on investment (ROI) can only be improved through a 360 degree understanding of the consumer.
Nielsen’s Consumer Media View moves beyond the basics to better understand who the consumer is, and what the consumer thinks. By overlaying psychographics, interests and attitudes onto linked media consumption and purchasing behaviour, marketing and communication strategy can be fine-tuned. Claire Harris, Nielsen Watch Commercial Lead for Emerging Markets New Zealand, uses this methodology and output as a case study, along with innovation around hybrid survey methodology and engagement questions to showcase how a broad and deep view of the consumer can be achieved to facilitate an optimised media mix.
These, and other internationally respected researchers and media experts will present at this year’s Zimbabwe edition of PAMRO. Elephant Hills Resort is a safe 25 minute drive from Victoria Falls airport (shuttles are available) and has Wifi to keep delegates connected, when not fast-tracking their knowledge of the international media landscape, enjoying dinner under the stars or contemplating the grandeur of Victoria Falls.
To register as a delegate at the conference and to book accommodation, or for more information, click here.
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