The Relevance of Audience Research to Advertising ROI
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The relevance of audience research to advertising ROI Joe Otin CEO, The Collective – Interactive Ad Agency Chairman, Advertising Standards Board of Kenya Vice President, PAMRO Member, KARF Oversight Committee @joe_otin
Transcript of The Relevance of Audience Research to Advertising ROI
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
