A media research road map for africa markets
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A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS. Jennie Beck Global Director. Presentation Objective. Highlighting pathways to success. * Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition).

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A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

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A media research road map for africa markets

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Jennie Beck

Global Director


Presentation objective

Presentation Objective

  • Highlighting pathways to success

* Continuous and independent audience measurement used as currency for the buying and selling of advertising (My definition)

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Exploring challenges of building industrymedia research* in emerging/developing economies


Some typical characteristics of emerging economies

Some typical characteristics of emerging economies

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • The State broadcaster is the biggest player

  • One player with overwhelming share in the print medium

  • Lack of unity among industry bodies

  • Global consumer packaged goods company with large share of the market

  • Lots of local consumer goods providers – but low on marketing expertise

  • Government controls large share of advertising expenditure


Challenges for building industry media research

Challenges for building industry MEDIA RESEARCH

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Lack of interest from State broadcasters and Government

  • Difficult to get JICs in place

  • Low perceived benefit of currencies

  • Lack of funding


4 case histories

  • Sri Lanka

4 case histories

  • India

  • Vietnam

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Bangladesh


Credits

Credits

  • Thanks to my colleagues ....

Mai Tran

Managing Director

Kantar Media

Ho Chi Minh City

Vietnam

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Hemant Mehta

Senior Vice President

IMRB International

Mumbai

India


A media research road map for africa markets

  • Bangladesh

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Independent country from 1971

  • 161m population

    • A third under 15

    • 70% rural

  • Poor and over-populated but with 5-6% GDP growth a year

  • 69m mobile phones

  • BTV state broadcaster (1 TV channel) plus 8 private satellite channels; foreign satellite channels gaining share


What happened first

What happened first …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Research agency launched a National Media Survey

    • recall-based measurement of all media

    • demographics, product usage and lifestyle

  • Sells the ‘concept’ of media measurement


What happened next

What happened next …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • National Media Survey published annually and marketed to marketers, agencies, media, academics

  • Helped in establishing media measurement metrics as the currency

  • Sold with easy to use software and built-in planning module

  • Drove data-based media planning


And then

… and then?

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Research agency started continuous data collection, with diaries to measure TV viewing

  • Drove awareness through continuous communication and PR

  • Worked at low marginto bring as many users as possible into the net

  • Gave the data free to state broadcasters

  • Took the same approach in Sri Lanka ….


A media research road map for africa markets

  • SRI LANKA

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Independent from 1948. Sri Lanka from 1972

  • 21m population

    • 25% under 15

    • 86% rural

  • Economic development programme from 2009 with 8% GDP in each of last 2 years

  • 17m mobile phones

  • 2 state TV channels, 8 private channels plus multi-channel satellite and cable TV subscription services


What happened first1

What happened first …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Adopted the same approach as in Bangladesh

    • NMS sold value of media measurement

    • Established the concept of a currency

    • Launched and promoted continuous audience measurement diaries

      Then, in both countries, as the TV market grew, so did the need for electronic measurement.


What happened next1

What happened next

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Moving to electronic measurement was expensive and media agencies unable to fund it

  • Research agency needed to find a partner with seed funding and developed a proposal and a partnership model

  • Unilever agreed to be a founder sponsor

    • in both Bangladesh and Sri Lanka

    • started small with a few metro panels


And then1

… and then?

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Unilever’s participation sent the right message to the industry

  • Helped drive adoption of the currency among roster agencies

  • Acted as evangelist among industry peers

  • More agencies and clients came on board

  • That helped to bring in the state broadcaster!

  • Full national peoplemeter panels now running in both countries


A media research road map for africa markets

  • India

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • No longer an emerging market!

  • 1.2bn population - 70% rural

  • 550+ TV channels and PeoplemeterTV measurement since 1998

  • 350+ radio stations but no national FM service, so no national currency


What happened first2

What happened first …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • No radio industry body

  • Research agency gathered like-minded broadcasters together to form an informal consortium - The Founders Club


What happened next2

What happened next …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • This Founders Club agreed to act as a technical/monitoring body

  • They undertook to subscribe to a new RAM service

  • They helped the agency to design and launch the service


And then2

… and then?

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • The Founders Club broadcasters used the data for ad sales and content planning

  • They promoted the data to the industry

  • Media agencies and other broadcasters came on board

  • India had a RAM service


A media research road map for africa markets

  • VIETNAM

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Densely populated, with 86m population

    • 25% under 15

    • 70% rural

  • 154m mobile phones

  • VTV (government controlled) has 5 national and 6 regional TV channels and, overall the average number of channels accessible in a city/province grew from 6 in 1999, to over 100 by 2007


What happened first3

What happened first …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Under pressure from advertisers, a TAM diary and media habits survey started in 1999

  • Together they measured TV viewing and print readership

  • Both were funded by 13 founding media agencies

  • But media agency consolidation reduced this number over the years


What happened next3

What happened next …

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • The growth in channels increased demands for Peoplemeter measurement for TV.

  • Initial launch in 2008 in Ho Chi Minh City

  • Still funded by media agencies – for whom greater precision, accuracy and speed is worth the investment


And then3

… and then?

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

  • Peoplemeter rolled out to Hanoi in 2010

  • Research agency persuaded VTV to invest and other stations follow suit

  • By 2012, broadcasters took over from media agencies as majority funders


Pathways 1

Pathways 1

Start with a National Media Survey

Publish Regularly

Offer with Media Planning Software

Diversify into Diaries

Make Data Widely Available

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Find a Development Partner


Partner pathways

PARTNER Pathways

Value Add

Revenue Share

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS

Fixed Period Exclusivity


Pathways 2

Pathways 2

Pilot currency

Expand with new clients – viral effect

Full currency/joint industry subscription

A MEDIA RESEARCH ROAD MAP FOR AFRICA MARKETS


Before i go

Before I go ...

Good luck


Thank you

THANK YOU

Jennie Beck

Global Director


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