The relevance of audience research to advertising ROI

Joe OtinCEO, The Collective – Interactive Ad Agency

Chairman, Advertising Standards Board of KenyaVice President, PAMRO

Member, KARF Oversight Committee@joe_otin

Discussion points• Audience research• KARF • PAMRO• Benefits of robust audience measurement

BBC• 1960s – first commissioned TV research• Major audience fragmentation• Government owned to media liberalization • Kenya – 50 TV stations, 170+ radio stations, 10

dailies, 50+ magazines

Audience measurement• How many people in the audience• Who are they• Across all media• Passive measurement• Declarative measurement• Joint Industry Committees

KARF• Research limited & commercial before 2007• Formed in 2007 by stakeholders• Better, continuous data• Increased advertising spend• Growth despite financial crisis

PAMRO• Africa research companies join hands in 1999• Develop uniform research infrastructure in

Africa• 17 countries with audience measurement• Social economic segmentation launch in Dar

23rd to 26th August 2015

World class research• New technology, passive• Accurate, real-time• Nationally representative panel• Single source• Affordable

Benefits• Media – scheduling, inventory control• Ad agencies – optimization, targeting, speed• Advertisers – more bang for buck, ROI

Thank you

@joe_otin