offers media owners, researchers, marketers, and advertisers the opportunity to network with industry leaders from across Africa and to attend presentations from creative brand studies, social media, media audience, and measurement research and/or relevant case studies.
Below are some of the confirmed presentations.
Brian Fuhrer (United States)
SVP, national and cross platform product leader for Nielsen, Fuhrer, will talk about the integration of RPD (return path panels) into the television audience measurement (TAM). The concept of RPD is critical to the future of most markets given the fragmentation that dynamic ad insertion will introduce in the future.
Using it in the near term to stabilise audiences and increase reliability presents an enormous opportunity. Netflix has changed consumption and Fuhrer will address how marketers, broadcasters, and research companies need to deal with it.
Hank Bento (South Africa)
AGB Nielsen Media research associate director of analysis software, Bento, presents a case study on the fusion of industry media data. The study from New Zealand aims to show how the reliable and accurate fusion of data can provide a complete overview of media penetration and a total audience view of any given market. This allows for planning and strategic decisions to illustrate the true performance of a campaign and not just individual medium performances.
Samantha Loggnberg (South Africa)
Research director of qualitative intelligence, Loggnberg, talks about paid content based on research into the under 25 market in South Africa. The paper explores changes in media behaviour and the impact of digital content and technology access, as well as a changing relationship with TV content.
The PAMRO All Media Research Conference
encompasses a 360° view of media research and measurement and aims to drive relevance, creativity, and innovation in advertising and media planning, now and in the future. All the disciplines in the marketing and media sector are invited to participate; creative, digital, research, media planning, media sales, public relations, and content producers.
PAMRO seeks to create a forum for industry organisations, media research providers, media owners, marketers, and advertising agencies in different African countries to exchange knowledge and to learn from one another's successes and failures, to ensure the highest quality and to harmonise our research methodologies, thereby leading to a continental media research database.
PAMRO includes the Indian Ocean islands in all of its activities and underwrites the rules of market research bodies such as those of the World Organization for Research Professionals (ESOMAR).
For more information, visit www.pamro.org
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