Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
Post on 19-Jun-2015
204 Views
Preview:
DESCRIPTION
Transcript
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
1
Steve Gutterman, President, GeoPoll
Leveraging Mobile To Bring Overnight TV Ratings to Africa
©2014 Mobile Accord, Inc. All rights reserved.
Would you measure TV viewership using this?
2
= 1 device
©2014 Mobile Accord, Inc. All rights reserved.
Or this?
3
= 1 household
©2014 Mobile Accord, Inc. All rights reserved.
Or this?
4
= 28 people
©2014 Mobile Accord, Inc. All rights reserved.
A new approach to media measurement
5
Traditional methodologies measure devices.
The future: measuring people.
SMS messages sent daily to a panel of respondents allow us to measure media ratings through individual action.
©2014 Mobile Accord, Inc. All rights reserved.
Some background
6
GeoPoll partners with mobile network operators to conduct mobile surveys with commercial, non-profit, and government partners.
Location Targeting:
Geo-referencing based on location of cell tower.
Two-way Communication: Near real-time communication through SMS, voice, or mobile web.
Billing System Integration:
Ability to credit a user’s airtime or mobile money account.
©2014 Mobile Accord, Inc. All rights reserved.
Why media measurement?
7
• Daily media measurement didn’t exist in most African markets: broadcasters and advertisers relying on months-old data, no way of knowing if it is still correct.
• Mobile phones allow for real-time data collection.
• Ability to develop one methodology and use it across multiple countries.
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership
8
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Males
9
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Females
10
©2014 Mobile Accord, Inc. All rights reserved.
World Cup Viewership: Females + Samsung
11
©2014 Mobile Accord, Inc. All rights reserved.
Lessons when using SMS surveys in Africa
12
Basic phones Questions kept to 160 characters.
Free to End User + Incentive Many in Africa don’t have airtime, so surveys
are zero rated.
Local languages Must test best languages.
Avoid respondent fatigue Keep surveys to 10-15 questions
©2014 Mobile Accord, Inc. All rights reserved.
What’s next
13
Media Planning:
©2014 Mobile Accord, Inc. All rights reserved.
What’s next
14
Brand tracking:
©2014 Mobile Accord, Inc. All rights reserved. 15
Questions?
Steve Gutterman, President, Mobile Accord & GeoPoll
Connect with us:
www.geopoll.com @GeoPoll
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by
top related