Media research should focus on content and engagement over reach

Getting reliable media data with digital media in mind is the focus of this years PAMRO conference in Cape Town.… Read More Media research should focus on content and engagement over reach

Reluctance to share data hinders advertising ROI measurement

I’ve worked with many companies that measure the outcomes of marketing activities for measurement’s sake; tick the box and duly report that the exercise is complete. When I was in research, this not only saddened me, but it also threatened the future of our services because soon enough our data would be deemed to have… Read More Reluctance to share data hinders advertising ROI measurement

Strengthen the media sector through better research

The top brands wouldn’t dare advertise without using audience measurement data because when you cross a certain threshold of expenditure you can’t gamble your resources. Last year Ksh. 105 billion worth of advertising on television, radio and newspapers was traded in Kenya using a media currency based on audience research data. Kenya is one of… Read More Strengthen the media sector through better research