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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS. Once upon a time……. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS. ECO POWER TOWERS A new township advertising medium. AFRICAN SOLUTIONS TO AFRICAN PROBLEMS. ECO POWER TOWERS

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Presentation Transcript
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

ECO POWER TOWERS

A new township advertising medium

slide3

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)

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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’

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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

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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
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

All fine and good

But does it actually work for the advertiser?

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

The research challenge

Out Of Home (OOH) research that is robust, valid and reliable

… and affordable!

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Two important questions

  • What is the common denominator of research that becomes the currency?
  • Why is your doctor wise?
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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

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

South Africa shows a similar pattern

The commuter is a very important

segment of the media audience

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Answer to Q1:

Nielsen Retail audit, TAMS, BAARB, SuperPanel & all household audits are panel based.

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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)

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Objectives

  • Pilot the establishment of a commuter panel
slide18

AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Objectives

  • Pilot the establishment of a commuter panel
  • Evaluate methodology that is NOT F2F, Online,

Diary or Recall based

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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
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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
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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
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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?’

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Results

  • 215 registrations, 55 Establishment completes – 26% acquisition above ‘Normal’
  • Compliance
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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

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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
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

Sun,

Illumination,

Jobs

Media Measurement

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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”