Good news for advertisers in the internet penetration numbers

Common wisdom states that in the average WhatsApp group 1 out of every 5 people is a joker, which is a relatively high proportion because even a deck of cards has only 2 jokers in a pack of 54. Our interests are however around the number of influencers in each WhatsApp group and their power to promote brands and ideas in their networks. The brand … Continue reading Good news for advertisers in the internet penetration numbers

Africa media research in a globally connected world

We are about the witness unprecedented changes to the advertising and media world. Most people think that it will be a revolution and others believe it will be an evolution, but either way the changes are coming. 40 years ago, experts began to predict the death of the thirty second TV commercial yet it is still significant today, and in hindsight it would have been … Continue reading Africa media research in a globally connected world

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 no impact on business. So our teams worked hard to … Continue reading 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 the countries that has a well developed media currency and … Continue reading Strengthen the media sector through better research

Keep an eye on media dynamics to align your marketing resources

Good insight creates a whole new way of thinking; it is generally a disturbance in discourse and while we may have awesome data at our fingertips, not knowing what to do with that data renders it obsolete and ineffective. When speaking to business students they often ask when it is necessary to conduct comprehensive research considering that startups have limited budgets. My response is simple; … Continue reading Keep an eye on media dynamics to align your marketing resources