Futures Sport & Entertainment launches an African-based operation
Launch of Futures Africa follows its three-year appointment as Cricket South Africa’s full-service research and analytics partner.
MEDIA RESEARCH
Conference discusses navigating Africa’s changing media landscape
By our African Marketing Confederation News Team | 2024
Delegates hear of an unfolding new era in the continent’s media research, where in-moment studies will be crucial.
The Pan African Media Research Organisation (Pamro) annual conference is an opportunity for Africa’s media owners, marketers, brand managers and advertising executives to share current research methodologies, as well as best practice, challenges, successes and failures.
Photo credit: DStv Media Sales
‘Resilience & Innovation: Navigating the Media Landscape in Africa’ was the theme of the 2023 annual conference, which this year took place in Casablanca.
As always, the conference attracted a mix of African and international speakers, with the sessions including panel discussions and presentation of papers. There were also opportunities for informal interactions and for delegates to experience the sights, sounds and hospitality of Morocco.
The winning paper this year was presented by Matt Angus-Hammond, Regional Director for West Africa at GeoPoll.
His paper – the ‘Democratic Republic of Congo Media Landscape Survey 2023: Context, Execution and Insights’ – shared the story of why and how GeoPoll conducted the largest media audience survey in the Democratic Republic of Congo’s history, and what insights it revealed about this important, but poorly understood, market.
The second-placed paper was presented by Mehdi Aman, Technology & Analytics Director, and Siham Malek, MD at Integrate, a Kantar affiliate, for their paper titled ‘Overcoming Memory Bias: A Non-Invasive Methodology for Tracking Digital Behaviour in Morocco’.
Digital landscape continues to evolve
According to the pair, as the digital landscape continues to evolve, capturing in-moment digital behaviour of consumers becomes increasingly vital. Traditional survey methods often depend on respondents’ memory, resulting in recall biases that can distort the data.
The paper was based on research that introduces a non-invasive, agile, respondent-friendly and automated data collection approach designed to track real-time digital behaviour and counteract memory bias. By using self-reported data, it avoids the necessity of intrusive tracking apps on the respondent’s device, enhancing user privacy.
Operating under tight timelines and utilising an offline approach, Integrate employed a mobile panel representative of Morocco’s digital population for the study. The innovative methodology, combining segmentation and diary methodologies with Integrate’s data collection tool, Nfield, and automated data quality checks, facilitated rapid fieldwork, operational responsiveness and emphasised data quality.
Conference delegates heard that within one week, the company had collected 2,985 data points, leading to the first digital segmentation in Morocco and attracting significant media attention. In-moment studies such as these hold immense potential for understanding usage, attitudes and media consumption habits, signalling a new era in the study of digital behaviour.
To find out more about the current state of media planning in Africa, read the latest issue (Issue 4 2023) of ‘Strategic Marketing for Africa’. You can browse or download a free copy of the magazine here.
How ‘green scepticism’ reduces intention to buy sustainable products
Scepticism caused by greenwashing doesn’t promote further fact-checking. Instead, consumers disengage from all product-sustainability claims.
Memorial fellowship launched by Ghana’s marketing and ad community
D.A. Twum Jnr Fellowship promotes mentorship, hands-on learning and creative industry exposure for next generation of creative leaders.
How businesses can reduce their risk when modernising packaging
Don’t redesign packaging simply because modernisation is fashionable. Rather modernise when pack likeability has declined.
Nutella’s marketing team seizes the moment to take brand to new heights
Marketers said to be ‘over the moon’ as once-in-a-lifetime branding opportunity floats into view on Artemis II spacecraft.
Fashion and sportswear distributor Hudson Group plans to enter Kenya
Company has operated in Africa for two decades and will leverage its expertise to bring new brands to the Kenyan market.
Researchers question the legitimacy of promoting harmful products
Paper discusses how industries such as tobacco, alcohol, gambling and ultra-processed food have invested heavily in marketing strategies.
How KitKat turned a potential crisis into a public relations opportunity
When more than 400,000 of its chocolate bars were stolen, the brand didn’t go ‘formal’. Instead, it went on a clever PR offensive.
Guinea is next target in Carrefour’s rapid African expansion strategy
French-based supermarket group Carrefour will open its first supermarket in Guinea in partnership with Imperial Group in mid-April 2026.
Beer brand Guinness spotlights African Premier League fans in new campaign
As part of its English Premier League sponsorship, global beer brand Guinness has unveiled a new campaign for its Guinness Foreign Extra Stout.
Africa takes stage from raw supply to brand ownership
Insights from Helen McIntee-Carlisle on Africa’s shift from commodity supply to global brand ownership, powered by AfCFTA, trade access, and innovation.
