A discussion about the importance of audience measurement in a growing advertising market, Kenya.

1. 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

2. Discussion points
• Audience research
• KARF
• PAMRO
• Benefits of robust audience measurement

3. 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

4. Audience measurement
• How many people in the audience
• Who are they
• Across all media
• Passive measurement
• Declarative measurement
• Joint Industry Committees

5. KARF
• Research limited & commercial before 2007
• Formed in 2007 by stakeholders
• Better, continuous data
• Increased advertising spend
• Growth despite financial crisis

6. 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

7. World class research
• New technology, passive
• Accurate, real-time
• Nationally representative panel
• Single source
• Affordable

8. Benefits
• Media – scheduling, inventory control
• Ad agencies – optimization, targeting, speed
• Advertisers – more bang for buck, ROI

9. Thank you
@joe_otin