AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

1. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Once upon a time…….

2. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS ECO POWER TOWERS A new township advertising medium

3. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS ECO POWER TOWERS A new township advertising medium Needs a new media measurement tool Mike Broom (CEO, Panel Services Africa)

4. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS THE CHALLENGE How do you develop a host of instant ‘mini billboard’ sites in townships without the normal site hassles? THE SOLUTION Employ the sun, cell phones & some ‘locals’

5. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS WHAT IS AN ECO POWER TOWER? A solar powered cell phone charging station where the ‘landlord’ earns money each day recharging cell phones. The site operator earns its money from advertising sold onto the four ‘mini billboard’ panels below the solar panel on each tower

6. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS ECO POWER TOWERS

7. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS A ‘win win win win’ • The site ‘landlord’ is a winner – an instant business with no cash outlay • The Community is a winner with easy access to an affordable cell phone charging point • The marketer wins with instant prime adv. sites • Eco Power Towers SA (the media “inventor” / site operator) wins on advertising income

8. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS All fine and good But does it actually work for the advertiser?

9. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS The research challenge Out Of Home (OOH) research that is robust, valid and reliable … and affordable!

10. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

11. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Two important questions • What is the common denominator of research that becomes the currency? • Why is your doctor wise?

12. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Let’s think about Out Of Home people In Nigeria, of all people aware of product advertising, by far the biggest segment travel by minibus taxi

13. MPS AMPS shows how important commuters are

14. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS South Africa shows a similar pattern The commuter is a very important segment of the media audience

15. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Answer to Q1: Nielsen Retail audit, TAMS, BAARB, SuperPanel & all household audits are panel based.

16. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Answer to Q1: Nielsen Retail audit, TAMS, BAARB, SuperPanel & all household audits are panel based. Answer to Q2: Most of her knowledge is derived from clinical trials (panels), one-on-one encounters (small panels) and cohort studies (long term panels)

17. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Objectives • Pilot the establishment of a commuter panel

18. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Objectives • Pilot the establishment of a commuter panel • Evaluate methodology that is NOT F2F, Online, Diary or Recall based

19. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Objectives • Pilot the establishment of a commuter panel • Evaluate methodology that is NOT F2F, Online, Diary, Recall nor Requires special technology • Develop the required skills, expectations, processes and style to be effective in recruiting, running and gathering data from commuter panels

20. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Objectives • Pilot the establishment of a commuter panel • Evaluate methodology that is NOT F2F, Online, Diary, Recall nor Requires special technology • Develop the required skills, expectations, processes and style to be effective in recruiting, running and gathering data from commuter panels • Discover the art of engaging in a respectful relationship

21. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Methodology • Four townships around Johannesburg • F2F recruitment at taxi ranks, in taxis en route. • Endorsement/Introductions from SANTACO to operators • Establishment survey from double opt-in • Identical measurement surveys every 4 working days • Fieldwork from 10th July 2012

22. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Learning's ‘What’s the Internet?’ ‘What’s a link?’ ‘What’s the catch?’ ‘Don’t have airtime’ ‘How do I do a survey on my phone?’

23. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Results • 215 registrations, 55 Establishment completes – 26% acquisition above ‘Normal’ • Compliance

24. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Results: Demographics

25. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Results: Destination

26. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Results: Number of trips

27. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Bottom Line: By March Set up cost: US$ 195 970 Monthly cost: US$ 104 670 Over 50% of cost paid out as incentives Deliverables: Panel of 25 000 reporting 7 times per month=1.75 million OTMs per month Comparison AMPS delivers c 10,833 m OTMs per month

28. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS The future • Continue recruiting until stability at about 500 panellists per township • Longitudinal measurement (7 dips per month per respondent) • Longitudinal reporting (3500 OTMs per township per month) • Funding model • Roll out to Africa • Electronic payment • Routing

29. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS Sun, Illumination, Jobs Media Measurement

30. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS (Mike Broom - Panel Services Africa & Grahame Tomes - Eco Power Towers SA) “thank you for your time” “obrigado para seu tempo” “merci pour votre temps” “vielen dank für ihre zeit”