GeoPoll, Kantar Media and Cuende partner on pan-African OOH measurement
The companies claim Pan-African OOH to be the first data product to regularly measure consumption of out of home mediums across Africa.
The product uses a combination of Cuende’s satellite imagery and GeoPoll’s mobile survey data to measure traffic patterns and reach of billboards, urban furniture and other OOH media.
"Out of home data in Africa has been an unknown quantity throughout Africa due to the difficulty and costs associated with data collection," said GeoPoll CEO James Eberhard.
"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."
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 and Rwanda.
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments