PAMRO will take place from Sunday, 26 August to Tuesday, 28 August at the Radisson Blu Hotel in Lagos, Nigeria and will address the theme 'A Billion Dollars, the Billion Dollar Question: Media Data and Analytics for Change'.

PAMRO invites companies to present findings from creative brand studies, social media insights as well as media audience and measurement research activities and/or relevant case studies. The deadline for papers is Saturday, 30 June.

Some of the confirmed presenters include:

Wayne L Hull

Hull is the managing director of Accenture Digital for South Africa and sub-Saharan Africa. In his presentation, he looks into how digital advertising is becoming more complex than before.

According to Hull, attention is currency and there is competition for that resource. He says ads need to become hyper-relevant and to reach the right person at the right time, yet should not be offensive and should leave viewers’ attention unbroken.

Claire Harris

Harris is from Ireland and is the commercial lead of Nielsen’s watch business in the emerging markets group. She will present her findings on 'Solving the Measurement Gap'.

According to Harris, consumption of traditional media continues to converge with digital offerings; while the path to convergence on the African continent varies in terms of screen usage and ad spend, we need to anticipate the future and understand how we can effectively bring measurement together.

Harris says that means companies need to measure all content on all platforms and all devices; have comparable metrics; separate the measurement of content and ads to support the dynamic ad insertion models available in the digital space; and apply this approach to all content, whether it be video, audio or text.

To register as a delegate at the conference and to book accommodation, or to join PAMRO, individuals can visit the PAMRO website.

The PAMRO All Media Research Conference aims to encompass a 360-degree view of media research and measurement to drive relevance, creativity and innovation in advertising and media planning.

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 aims 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 other successes and failures.

For more information, visit www.pamro.org. You can also follow PAMRO on Facebook or on Twitter.