GeoPoll, Kantar Media, and Cuende have launched “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.
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”.
Pan-African OOH has various features. These 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 and 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.