Global leaders in audience research use satellite imagery and mobile survey data to measure OOH reach in Africa
GeoPoll (www.GeoPoll.com), Kantar Media, and Cuende are pleased to announce the launch of “Pan-African OOH”, the first data product to regularly measure consumption of Out of Home mediums across Africa. This joint product uses a consistent methodology to bring robust Out of Home measurement data to 15 countries. Through a cutting-edge combination of satellite imagery and mobile survey data, Pan-African OOH measures traffic patterns and reach of billboards, urban furniture, and other OOH media, and allowing brands, agencies, and media owners to accurately gauge the reach and effectiveness of their OOH advertisements.
Out of Home data in Africa has been an unknown quantity throughout Africa due to the difficulty and costs associated with data collection
Part of Kantar GeoPoll Media Measurement, the largest provider of overnight media ratings for TV, radio, and print in Africa, Pan-African OOH fills a critical gap in one of the largest segments of advertising research in Africa by supplying the first-ever comprehensive dataset on OOH advertising in the continent. Together, GeoPoll, ground-breaking provider of media research in Africa, Kantar Media, experts in worldwide audience research, and Cuende, the global leader in OOH measurement, have combined their methodologies to produce a consistent, reliable source of OOH data that is easily scalable to the entire African continent. The product uses Cuende´s satellite imagery and GeoPoll mobile survey data to create a comprehensive dataset that demonstrates traffic patterns, reach and frequency of specific OOH media, and audience profiles.
GeoPoll CEO James Eberhard says “Out of Home data in Africa has been an unknown quantity throughout Africa due to the difficulty and costs associated with data collection. As mobile phone penetration has expanded and satellite imagery has become more readily available, it has become possible to create a reliable, multi-modal OOH measurement solution for the first time. We are excited to bring together the global leaders in the space to bring a new currency in OOH measurement to the African Market. Media owners and advertisers can use this tool to assess advertising campaigns and create media plans based on actual data, bringing unprecedented clarity to the Out of Home sector”.
Features of the product include:
- Reach and GRP data for billboards and other OOH advertisements in major metropolitan areas throughout Africa.
- Information on trip habits of different demographic groups on weekends and weekdays.
- Popular transport methods (foot, car, taxi, bus) broken down by demographics.
- Data integrated into OOH planning software Telmar so agencies and brands can easily calculate the ROI of different OOH advertisements.
The first set of Pan-African OOH data will be available at the beginning of Q3 2016 for Kenya and will expand to Nigeria, Tanzania, Uganda, Ghana, Mozambique, Cameroon, Zambia, Zimbabwe, Ethiopia, Angola, Ivory Coast, DRC, Malawi, & Rwanda. Interested customers can get more information and pre-order the product from GeoPoll’s website at http://Knowledge.Geopoll.com/out-of-home
GeoPoll (research.Geopoll.com) is the world’s largest mobile survey platform, with a network of more than 200 million users in emerging markets. GeoPoll’s platform conducts surveys through the mobile phone and provides results to clients in real-time, giving anyone the ability to make data-driven decisions. Through work with Fortune 500 companies, nonprofits, and governments, GeoPoll provides insights on everything from food security to brand preferences. GeoPoll services include both custom research and subscription products. For more information, visit GeoPoll.com.
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at KantarMedia.com.
CUENDE Infometrics´ goal, since its founding in 1991, has been to design and develop state-of-the-art marketing research systems and decision support tools for advertising and media planning. With advanced technologies and patented methodologies, CUENDE Infometrics is the international leader in Out-of-Home research, conducting audience studies in Spain, Australia, South Africa, Pakistan and Lebanon. For more information visit Cuende.com.