1 / 27

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS. Jennie Beck Global Director. Presentation Objective. Highlighting pathways to success. * Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition).

lainey
Download Presentation

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Jennie Beck Global Director

  2. Presentation Objective • Highlighting pathways to success * Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition) A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Exploring challenges of building industrymedia research* in emerging/developing economies

  3. Some typical characteristics of emerging economies A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The State broadcaster is the biggest player • One player with overwhelming share in the print medium • Lack of unity among industry bodies • Global consumer packaged goods company with large share of the market • Lots of local consumer goods providers – but low on marketing expertise • Government controls large share of advertising expenditure

  4. Challenges for building industry MEDIA RESEARCH A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Lack of interest from State broadcasters and Government • Difficult to get JICs in place • Low perceived benefit of currencies • Lack of funding

  5. Sri Lanka 4 case histories • India • Vietnam A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Bangladesh

  6. Credits • Thanks to my colleagues .... Mai Tran Managing Director Kantar Media Ho Chi Minh City Vietnam A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Hemant Mehta Senior Vice President IMRB International Mumbai India

  7. Bangladesh A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Independent country from 1971 • 161m population • A third under 15 • 70% rural • Poor and over-populated but with 5-6% GDP growth a year • 69m mobile phones • BTV state broadcaster (1 TV channel) plus 8 private satellite channels; foreign satellite channels gaining share

  8. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Research agency launched a National Media Survey • recall-based measurement of all media • demographics, product usage and lifestyle • Sells the ‘concept’ of media measurement

  9. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • National Media Survey published annually and marketed to marketers, agencies, media, academics • Helped in establishing media measurement metrics as the currency • Sold with easy to use software and built-in planning module • Drove data-based media planning

  10. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Research agency started continuous data collection, with diaries to measure TV viewing • Drove awareness through continuous communication and PR • Worked at low marginto bring as many users as possible into the net • Gave the data free to state broadcasters • Took the same approach in Sri Lanka ….

  11. SRI LANKA A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Independent from 1948. Sri Lanka from 1972 • 21m population • 25% under 15 • 86% rural • Economic development programme from 2009 with 8% GDP in each of last 2 years • 17m mobile phones • 2 state TV channels, 8 private channels plus multi-channel satellite and cable TV subscription services

  12. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Adopted the same approach as in Bangladesh • NMS sold value of media measurement • Established the concept of a currency • Launched and promoted continuous audience measurement diaries Then, in both countries, as the TV market grew, so did the need for electronic measurement.

  13. What happened next A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Moving to electronic measurement was expensive and media agencies unable to fund it • Research agency needed to find a partner with seed funding and developed a proposal and a partnership model • Unilever agreed to be a founder sponsor • in both Bangladesh and Sri Lanka • started small with a few metro panels

  14. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Unilever’s participation sent the right message to the industry • Helped drive adoption of the currency among roster agencies • Acted as evangelist among industry peers • More agencies and clients came on board • That helped to bring in the state broadcaster! • Full national peoplemeter panels now running in both countries

  15. India A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • No longer an emerging market! • 1.2bn population - 70% rural • 550+ TV channels and PeoplemeterTV measurement since 1998 • 350+ radio stations but no national FM service, so no national currency

  16. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • No radio industry body • Research agency gathered like-minded broadcasters together to form an informal consortium - The Founders Club

  17. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • This Founders Club agreed to act as a technical/monitoring body • They undertook to subscribe to a new RAM service • They helped the agency to design and launch the service

  18. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The Founders Club broadcasters used the data for ad sales and content planning • They promoted the data to the industry • Media agencies and other broadcasters came on board • India had a RAM service

  19. VIETNAM A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Densely populated, with 86m population • 25% under 15 • 70% rural • 154m mobile phones • VTV (government controlled) has 5 national and 6 regional TV channels and, overall the average number of channels accessible in a city/province grew from 6 in 1999, to over 100 by 2007

  20. What happened first … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Under pressure from advertisers, a TAM diary and media habits survey started in 1999 • Together they measured TV viewing and print readership • Both were funded by 13 founding media agencies • But media agency consolidation reduced this number over the years

  21. What happened next … A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • The growth in channels increased demands for Peoplemeter measurement for TV. • Initial launch in 2008 in Ho Chi Minh City • Still funded by media agencies – for whom greater precision, accuracy and speed is worth the investment

  22. … and then? A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS • Peoplemeter rolled out to Hanoi in 2010 • Research agency persuaded VTV to invest and other stations follow suit • By 2012, broadcasters took over from media agencies as majority funders

  23. Pathways 1 Start with a National Media Survey Publish Regularly Offer with Media Planning Software Diversify into Diaries Make Data Widely Available A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Find a Development Partner

  24. PARTNER Pathways Value Add Revenue Share A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS Fixed Period Exclusivity

  25. Pathways 2 Pilot currency Expand with new clients – viral effect Full currency/joint industry subscription A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  26. Before I go ... Good luck

  27. THANK YOU Jennie Beck Global Director

More Related