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The road ahead

The road ahead. Where do we go to from here?. “There’s an ocean between saying and doing”, Riaan Manser. Where we’re at…. Technology has brought us more ways of connecting with people through new and traditional channels.

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The road ahead

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  1. The road ahead Where do we go to from here?

  2. “There’s an ocean between saying and doing”, Riaan Manser

  3. Where we’re at… • Technology has brought us more ways of connecting with people through new and traditional channels. • The Media Planners challenge is not just to know which media to choose, but also to know which media not to choose. • Africa is seen as the last continent to hold true opportunity for global brands • It’s no longer safe to plan media in Africa on gut-feel!

  4. Media planners need to place the brand in the media flow where the customers are stepping in

  5. As researchers/marketers we need to track consumer conversations and leave the silos behind • What impact/role has each media played in the purchase decision • Media Planners are becoming Conversation Engineers – creating seamless conversations with consumers

  6. …it’s necessary to remind ourselves why we’re here…

  7. The primary users of media research are Marketers, Media Planners and Media-owners • Are we putting their needs first? Have we lost sight of the big picture? • So what do Marketers and Media Planners want and need? • A universal media research platform to enable comparable media planning across Africa • An African currency: Standardised metrics – LSM’s, harmonised media research across all markets • What are they getting? • Fragmentation • Inconsistency in results from one market to the next • Poor samples • Very expensive, isolated surveys that get shelved after one year

  8. Example: Importance of media – all sub-Saharan markets in survey And yet, unless Marketers or OOH media owners pay for questions OOH is forgotten! Client Satisfaction Survey – Aug 2012

  9. Active consumers spend more time OOH vs Indoors

  10. Media penetration on weekdays Proportion of people consuming at least 15 minutes of different media 88% 51% 91% Listening to the radio Reading newspapers Reading magazines 96% 93% Traveling or walking about Watching TV 18% 22% Using the internet for something other than email Using the internet through a mobile phone DETMEDIA 1. Thinking about the last week or two, roughly how long did you spend doing these activities on a typical day during the week (Monday to Friday)?

  11. Let’s revisit PAMRO’s mission… • PAMRO’s Mission: Our mission is to create a uniform research infrastructure in African countries to achieve our objectives below and to use the same measuring and target marketing methods so that results of different countries can be compared validly. • Objectives…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

  12. How will we get a harmonized, uniform standard base and currency for Africa? Let’s look at the model that has been proposed for South Africa…

  13. Potential Operational Structure in SA Kuper Research, SAARF Future Proofing study

  14. Kuper Research, SAARF Future Proofing study

  15. Food for thought… • Let’s make this the African research spring… • Build a PAMRO board/committee who is responsible for the establishment survey across all countries to develop an African currency • Collaborative • Procurement/tender process for research suppliers • Quality control • Who’s money is it? Who pays for it? • Structure of Councils and Panels

  16. In closing… • Let’s springboard Africa’s media to become: • Measurable • Comparable • Uniform • Accountable • Affordable • Believable • World class Across all Africa’s countries

  17. Rome wasn’t built in a day… BUT let’s start the building process! Again, as Riaan shared with us…it’s our attitude at the outset that will determine the outcome!

  18. Suggested process: • Elect a SteerCo to meet more often - how and when ? • Allocate tasks • What do planners need? • Talk to marketers • Talk to researchers • Set deadlines • Confirm a strategy • Who pays for this?

  19. Suggestions for Growing Pamro in the next 5 years

  20. Duties of Country Leaders • Work Groups to be formed with key stakeholders in each country • All Countries to meet regularly and submit minutes to President • Standardised Agenda Format • Membership Drives within Countries • Encourage a wider inclusive membership ie Marketers, Media Owners as well as all Research companies • Quarterly information sharing sessions • Meet with President quarterly

  21. Way forward on Pamro LSM’s • Harmonised Questionnaire key to LSM process • Committee for PAMRO LSM’s to meet monthly • To drive the process with all Research companies who have committed to assist with this process • Janet to update all Country leaders on the progress

  22. International • Laurence Chausson • To Drive International membership for Media Owners and Clients with an interest in Africa • Membership • Funding • Sponsorship

  23. “If you want to go fast Go alone If you want to go far Go Together “

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