The theme for this year’s PAMRO conference is ‘Content is king and he is one of us’. The PAMRO conference is a great opportunity to explore the latest developments around media research from across Africa, while networking with industry figures from across the continent and beyond – in a luxurious setting. It starts on 27 August at the Vineyard Hotel in Cape Town.
SUNDAY 27 AUGUST 2017
16H00 – 17H00 Registration
17H00– 19H30 Ipsos speed dating networking evening
MONDAY 28 AUGUST 2017
09H00 : Official Opening – Joe Otin
09H30 : Silicon Savannah’s cradle of innovation: Chat apps, chieftains and clean tech
When it comes to disruptive ideas originating from Africa’s “Silicon Savannah”, the “future is already here”. Starting with Africa’s early origins as the Cradle of Humankind, this session’s focus is from innovation as we’ve known it to the untold stories of chieftains, chat apps and clean tech.
10H00 : The next normal: Rise of resilience
While modern life is challenging, music, humour and the quest for shared experiences bring us together in positive ways. Guiliana Dias reveals findings from a study in 30 countries.
Giuliana Dias: Head Research & Insights, VIMNA
Chair Sifiso Falala
11H00: Data is becoming the oil of consumer marketing
Data is becoming the oil of consumer marketing, yet despite the fact that enterprises can store 80% of data, only 0.5% is actively analysed. Data comes with significant challenges, but is increasingly important. Early indicators show that the advertising industry investment globally is starting to leverage this. Leana Less explores the benefits of agile marketing if done correctly.
Leana Less: VP Global Connections and Media at the Coca-Cola Company
11H30 : Pay for content? Me? Never…
Based on qualitative research into the under-25 market in South Africa, Samantha Loggenberg explores changes in media behaviour and the impact of access to digital technology as well as the changing relationship with TV. Additionally, with the rise of VOD, we need to understand the evolution of content. This changing media environment has complex and even counter-intuitive implications for current media suppliers.
Samantha Loggenberg: Research Director, Qualitative Intelligence, SA
12H00 : Content is king and he is one of us ̶ or is he?
The eve of digital migration spiked excitement around the changes we expected in television viewership in Kenya. But has it happened? Clients and agencies are abuzz with the notion of “going digital”, but how informed are they about the implications of moving advertising dollars from traditional ATL media to an evolving digital space? Kui Kariuki explores the influence of content, using research findings as a case study.
Kui Kariuki, Audience Research Manager, Kenya
Chair Joe Otin
14H00: Is media perceived as fake news?
Content is being thrown at us faster than we can digest it. Multi-screening and ‘snacking’ behaviour have become the norm when consuming media and news, while social media has resulted in content being spread to users without third-party fact-checking or editorial approval. As a result, unscrupulous operators use these platforms to distribute fake news and studies show the majority of people don’t recognise when news is fake.
Bernice Gaum: Research executive, Ask Afrika
Monique Pienaar: Senior key account manager, Ask Afrika
14H30: The African middle class: The Ipsos point of view
With 54 diverse countries, Africa offers massive opportunity to marketers from a range of industries. But, it will only yield dividends if it has a strong, sizable middle class with disposable income to purchase goods and services. A middle class is evidence of an economy that has transformed from reliance on subsidence agriculture to workers in the urban-wage market. The fundamental questions are: Is there a middle class in Africa, how big is it, and how can marketers reach this group?
Nanzala Mwaura, Director Connect, Ipsos
15H30 : Multimedia selection – Getting rid of ‘fuzz’ to make the media strategy “king”
Most quantitative research is inefficient and wasteful. In this paper, Mike Broom demonstrates why this is, and what we can do about it. He defines ‘fuzz’ and explains how it can be measured, removed and harnessed to synergise media strategies. Using specially developed software, Broom shows how we can collect key data and make the deployment of new studies fast and efficient.
Mike Broom, Managing director Marketing Science, CEO – Infotools
18H30: Nielsen Dinner at the Vineyard
TUESDAY 29 AUGUST 2017
Chair Jennifer Daniel
09H00: TV and Africa
TAM is developing around the world but hasn’t reached key African markets. What are the challenges, and how might the rapidly developing African TV infrastructure create new measurement opportunities?
Jennie Beck, Kantar Media
09H30: Return Path Data (RPD) and TV Audience Measurement (TAM) integration evolving measurement to reflect consumer behaviour
By unlocking the promise of RPD using high-quality panels, viewing fragmentation, market economics and emerging technologies are driving opportunities for media measurement. The key is to preserve quality while increasing stability and consistency. This talk covers the pros, cons and potential risks associated with creating hybrid measurement. It also looks at the impact of Netflix and how the industry is evolving to deal with it.
Brian Fuhrer, SVP Product Leadership, National Television Audience Measurement, Nielsen
10H00: The total video currency for TV and online video: An advanced hybrid model
MMS ̶ the TV and online video Joint Industry Committee in Sweden ̶ was tasked with launching and developing a TV currency; an online video currency; and a total video currency, covering all TV and video content across devices. Magnus Anshelm looks at the synergies between TV and online video for different target groups and evaluates the relevance for countries in Africa.
Magnus Anshelm, Managing Director, MMS the Joint Industry Committee in Sweden.
11H00: Fusion of Industry Media Data – Case Study
Using a case study from New Zealand, Hank J Bento demonstrates how Nielsen and MediaWorks used fragmented industry research to allow MediaWorks to demonstrate their footprint across television, radio and digital. The accurate fusion of industry data can provide a complete overview of media penetration and total audience view of any given market. The result allows for better planning and strategic decisions to be made to illustrate the true performance of a campaign and not just individual medium performances.
Hank J. Bento, Assoc. Director: Analysis Software Nielsen
11H30: Experiences: In the area of liquid expectations, the battleground is experience
Wayne L. Hull, Managing director/head of Accenture Digital
12H00: PANEL of all the delegates for the morning
15H30: Networking outing to V&A Waterfront. Buses leave the Vineyard at 15H30
18H30 :Geopoll Welcome drinks at the Aquarium
19H00: Kantar Gala Dinner at the Aquarium. Transport departs back to The Vineyard Hotel at 22H00 from the Waterfront
WEDNESDAY 30 AUGUST 2015
Chair Oresti Patricios
09H00: Buy two get one free: Multi-country measurement and JICS
Industry groups and measurement systems have traditionally operated on a country-by-country basis, but as content becomes widely available across borders, shouldn’t measurement follow? It could offer significant economies of scale and be a useful resource for broadcasters and advertisers, but requires a high-level of commitment and coordination. Christopher O’Hearn and Robert Ruud look at: conditions for multi-country measurement and offer a potential road-map forward.
Christopher O’Hearn and Robert Ruud, 3M3A
09H30: The reading revolution: react, reposition, recalibrate
After 40 years of a single Super JIC SAARF and a single source study AMPS, the South African media measurement research industry was turned on its head in 2015. This presentation examines how publishers reacted; formed their own JIC and began conducting more relevant research. Peter Langschmidt shares the PRC’s journey in the new multi-JIC, multi-study hub and donor research environment to reposition reading based on the quality of readers and the inherent cognitive strengths of reading vs. transitory broadcast media.
10H00: The SA Outdoor Measurement Council’s journey
The best way to learn something is to look outside ̶ do something, see something, read something that has nothing to do with what you know. The SA OMC journey over the past three years has yielded unexpected obstacles down the road and many lessons were learnt along the way. The presentation will shed light on some of the biggest challenges and learnings from the OMC project.
Sanna Fourie, Currencies and Field Quality, Ask Afrika
Chair Sifiso Falala
11h00: Audience Wars: OOH Media Takes a Stand
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?
Matt Angus-Hammond and Akinyi Okullo, GeoPoll
11H30: Country Reports
Invaluable one-stop-shop for information on media research across the continent
Amelia Richards, Client service director: media, Ask Africa, Johannesburg, South Africa
12H00: Closing Address/ Best Paper Award Sifiso Falala, Vice President, PAMRO
Akinyi Okullo Geopoll
Amelia Richards Client Service Director: Media, Ask Afrika
Bernice Gaum Research Executive, Ask Afrika
Brian Fuhrer SVP Product Leadership, National Television Audience Measurement
Christopher O’Hearn Project Director of the consultancy 3M3A
Giuliana Dias Head Research & Insights VIMNA
Hank J. Bento Assoc. Director: Analysis Software Nielsen
Jennie Beck Global Director, Kantar Media
Kui Kariuki Audience Research Manager, Kenya
Leana Less VP Global Connections and Media at the Coca-Cola Company
Magnus Anshelm CEO @ MMS AB which is the JIC for TV and online video in Sweden
Matt Angus-Hammond GeoPoll
Mike Broom MD Marketing Science/ CEO Infotools
Monique Pienaar Senior Key Account Manager, Ask Afrika
Nanzala Mwaura Director, Ipsos Connect, South Africa
Peter Langschmidt PRC South Africa
Robert Ruud 3M3A
Samantha Loggenberg Research Director, Qualitative Intelligence
Sanna Fourie Ask Afrika
Wayne L. Hull Managing Director/ Head of Accenture Digital
For information about previous conferences please log onto www.pamro.org for further details.
There will be sufficient time for questions and one-on-one discussions with all speakers during breaks.
- Thank you to all our sponsors for helping to make this conference possible
- We look forward to seeing you in Cape Town J
Executive Director PAMRO
The objectives of PAMRO entail the creation of a forum for industry organisations, media research providers, media owners, marketers and advertising agencies in different African countries to exchange knowledge and to learn from one-another’s successes and failures, to ensure the highest quality and to harmonize our research methodologies so that we will eventually have a continental media research database. The latter will make Africa the leader in the world in providing a research database for the growing number of global media owners, marketers and agencies. We include the Indian Ocean Islands in all our activities and underwrite the rules of market research bodies such as those of the World Organization for Research Professionals (ESOMAR)
NOTE: PAMRO reserves the right to make changes to the programme as dictated by the availability of speakers or due to any other circumstances.
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