"It feels relevant that PAMRO is being held in Lagos this year. Nigeria is a particularly media-rich nation and plays a vital role in PAMRO’s greater goal to attain a uniform research infrastructure across Africa," says PAMRO president, Joe Otin. 

"It is only by consolidating our efforts and learning from each other’s successes and failures that we will achieve this goal," adds Otin.

Presentations at the conference, as well as their descriptions, can be found below:

Mobile and Internet have changed Africa’s truth: Allen Kambuni (Bean Interactive). Ten years ago, marketers relied on the ‘wizardry’ of Social Economic Classification and Living Standards Measurement to establish consumer demand by determining wallet size, share of basket and buying power.

Now, paid TV set-top boxes, 4G Internet and FireTV sticks are prolific across Kenya’s 'slums'. The demand supply chain has become the new African Truth: Solutions born and built in an environment of scarcity.

According to Kambuni, to survive the next couple of decades, companies in Africa need to delve deep into the data that defines the new population. 

Closing the return path to advanced media monitoring: Mike Smit (Media Host). Media Host has launched a premier media monitoring and data insights service in Africa, called Adlytics.

Over 200 DTH and DTT digital TV channels across sub-Saharan Africa are monitored, whereby metadata (digital representative of the content) is collected via decentralised mesh-networked infrastructure, which consolidates all the insights into global cloud-reporting infrastructure.

All channels are recorded and all content can be securely re-streamed for human playback analysis. The primary objective is to extract and pin-point advertising related data from thousands of hours of content and eliminate the risk of a dispute between campaigns, schedules, and broadcasted material.

Important information for delegates

PAMRO will take place at the new Radisson Blu Hotel Lagos Ikeja, which was chosen for its central location five kilometres from the Murtala Muhammed International Airport.

Airport Transfers of all PAMRO foreign delates are being handled by 2018 PAMRO Conference LOC in Lagos. Individuals can visit the PAMRO website for more details.

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