AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
Once upon a time.
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
ECO POWER TOWERS A new township
advertising medium
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
ECO POWER TOWERS A new
township advertising medium Needs a new
media measurement tool Mike Broom
(CEO, Panel Services Africa)
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
THE CHALLENGE How do you develop
a host of instant mini billboard sites
in townships without the normal site
hassles?
THE SOLUTION Employ the sun, cell
phones some locals
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
WHAT IS AN ECO POWER TOWER? A solar
powered cell phone charging station
where the landlord earns money each day
recharging cell phones.
The site operator earns its money
from advertising sold onto the four mini
billboard panels below the solar panel on each
tower
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
ECO POWER TOWERS
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

• A win win win win
• The site landlord is a winner an instant
  business with no cash outlay

• The Community is a winner with easy access to
• an affordable cell phone charging point

• The marketer wins with instant prime adv. sites

• Eco Power Towers SA (the media inventor / site
  operator) wins on advertising income

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
All fine and good But does it
actually work for the advertiser?
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
The research challenge Out Of
Home (OOH) research that is robust, valid
and reliable
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
The research challenge Out Of
Home (OOH) research that is robust, valid
and reliable and affordable!
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

• Two important questions
• What is the common denominator of research that
  becomes the currency?
• Why is your doctor wise?

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
Lets think about Out Of Home people
In Nigeria, of all people aware of
product advertising, by far the biggest
segment travel by minibus taxi
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MPS AMPS shows how important commuters are
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
South Africa shows a similar
pattern
The commuter is a very important segment of the
media audience
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
Answer to Q1 Nielsen Retail
audit, TAMS, BAARB, SuperPanel all
household audits are panel based.
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
Answer to Q1 Nielsen Retail
audit, TAMS, BAARB, SuperPanel all
household audits are panel
based. Answer to Q2 Most of her knowledge
is derived from clinical trials (panels),
one-on-one encounters (small panels) and
cohort studies (long term panels)
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS

• Objectives
• Pilot the establishment of a commuter panel

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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS

• Objectives
• Pilot the establishment of a commuter panel
• Evaluate methodology that is NOT F2F, Online,
• Diary or Recall based

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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS

• Objectives
• Pilot the establishment of a commuter panel
• Evaluate methodology that is NOT F2F, Online,
• Diary, Recall nor Requires special
  technology
• Develop the required skills, expectations,
  processes and style to be effective in
  recruiting, running and gathering data from
  commuter panels

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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS

• Objectives
• Pilot the establishment of a commuter panel
• Evaluate methodology that is NOT F2F, Online,
• Diary, Recall nor Requires special
  technology
• Develop the required skills, expectations,
  processes and style to be effective in
  recruiting, running and gathering data from
  commuter panels
• Discover the art of engaging in a respectful
  relationship

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

• Methodology
• Four townships around Johannesburg
• F2F recruitment at taxi ranks, in taxis en route.
• Endorsement/Introductions from SANTACO to
  operators
• Establishment survey from double opt-in
• Identical measurement surveys every 4 working
  days
• Fieldwork from 10th July 2012

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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
Learning's Whats the
Internet? Whats a link? Whats the
catch? Dont have airtime How do I do a
survey on my phone?
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS

• Results
• 215 registrations, 55 Establishment completes
  26 acquisition above Normal
• Compliance

Establishment Wave 1 Wave 2 Wave 3
55 48 22 16
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
HH Average5.4 Establishment Wave 1 Wave 2 Wave 3
Sample 55 48 22 16
Male 40 40 27 31
Female 60 60 73 69
Age 15-24 25-34 54.5 38.2
35-49 Working 5.5 34.5
Not Working Students 10.9 21.8

• Results Demographics

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
Results Destination
Wave 1 Wave 2 Wave 3
Work 27 20 0
Multiple work 17 20 0
School 20 7 0
Home 20 27 100
Seek Work 0 0 0
Other 5 27 0
Wave 1 Wave 2 Wave 3
Work 27 20 0
Multiple work 17 20 0
School 20 7 0
Home 20 27 100
Seek Work 0 0 0
Other 5 27 0
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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
Results Awareness
Wave 1 Wave 2 Wave 3
Vodacom 0 0 0
Charging Station 0 0 0
SANTACO 0 0 0
MTN 0 0 0
Virgin 0 0 0
8-ta 0 0 0
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
Results Number of trips
Wave 1 Wave 2 Wave 3
Less than once per week 12 14 13
1 per week 2 5 0
2 per week 10 18 19
2 per week 6 5 13
4 per week 15 5 13
5 per week 29 36 31
gt5 per week 17 19 12
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AFRICAN SOLUTIONS TO
AFRICAN PROBLEMS
Bottom Line By March Set up cost US 195
970 Monthly cost US 104 670 Over 50 of cost
paid out as incentives Deliverables Panel of 25
000 reporting 7 times per month1.75 million OTMs
per month Comparison AMPS delivers c 10,833 m
OTMs per month
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AFRICAN SOLUTIONS TO AFRICAN
PROBLEMS

• The future
• Continue recruiting until stability at about 500
  panellists per township
• Longitudinal measurement (7 dips per month per
  respondent)
• Longitudinal reporting (3500 OTMs per township
  per month)
• Funding model
• Roll out to Africa
• Electronic payment
• Routing

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AFRICAN SOLUTIONS TO AFRICAN PROBLEMS
Sun, Illumination, Jobs
Media Measurement
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AFRICAN SOLUTIONS TO AFRICAN
PROBLEMS (Mike Broom - Panel Services Africa
Grahame Tomes - Eco Power Towers SA)

• thank you for your time obrigado para
  seu tempo merci pour votre temps
• vielen dank für ihre zeit