Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
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Transcript of Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
![Page 1: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/1.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
![Page 2: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/2.jpg)
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 3: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/3.jpg)
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Steve Gutterman, President, GeoPoll
Leveraging Mobile To Bring Overnight TV Ratings to Africa
![Page 4: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/4.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Would you measure TV viewership using this?
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= 1 device
![Page 5: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/5.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Or this?
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= 1 household
![Page 6: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/6.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Or this?
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= 28 people
![Page 7: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/7.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
A new approach to media measurement
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Traditional methodologies measure devices.
The future: measuring people.
SMS messages sent daily to a panel of respondents allow us to measure media ratings through individual action.
![Page 8: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/8.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Some background
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GeoPoll partners with mobile network operators to conduct mobile surveys with commercial, non-profit, and government partners.
Location Targeting:
Geo-referencing based on location of cell tower.
Two-way Communication: Near real-time communication through SMS, voice, or mobile web.
Billing System Integration:
Ability to credit a user’s airtime or mobile money account.
![Page 9: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/9.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Why media measurement?
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• Daily media measurement didn’t exist in most African markets: broadcasters and advertisers relying on months-old data, no way of knowing if it is still correct.
• Mobile phones allow for real-time data collection.
• Ability to develop one methodology and use it across multiple countries.
![Page 10: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/10.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership
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©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Males
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![Page 12: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/12.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Females
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![Page 13: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/13.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Females + Samsung
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![Page 14: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/14.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
Lessons when using SMS surveys in Africa
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Basic phones Questions kept to 160 characters.
Free to End User + Incentive Many in Africa don’t have airtime, so surveys
are zero rated.
Local languages Must test best languages.
Avoid respondent fatigue Keep surveys to 10-15 questions
![Page 15: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/15.jpg)
©2014 Mobile Accord, Inc. All rights reserved.
What’s next
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Media Planning:
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©2014 Mobile Accord, Inc. All rights reserved.
What’s next
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Brand tracking:
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©2014 Mobile Accord, Inc. All rights reserved. 15
Questions?
Steve Gutterman, President, Mobile Accord & GeoPoll
Connect with us:
www.geopoll.com @GeoPoll
![Page 18: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/18.jpg)
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
![Page 19: Leveraging mobile to bring overnight television ratings to Africa - GeoPoll](https://reader035.fdocuments.in/reader035/viewer/2022062707/55843116d8b42a77068b45b8/html5/thumbnails/19.jpg)
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by