South Africa
13TH PAMRO CONFERENCE – Dakar, SENEGAL – AUG 2011 – Final Programme
This year’s PAMRO conference will take place in Dakar, Senegal from 20th to 24th August . The conference promises to be one of the best to date with an impressive line up of speakers from Senegal, Nigeria,Kenya,Zimbabwe, Ghana, South Africa, the UK, Europe , China and Australia.
The Theme of the conference is “Harnessing the Power of Research: Lessons from the Continent”. Presentations will address a wide range of subjects such as Television audience research methodologies, as well as the measurement and status of Radio, Print, Internet and Outdoor in Africa.
Updates on media audience research activities from countries from all parts of Africa will be given.
Do not miss this opportunity to network with key players in the African Media Research world – we look forward to seeing you in Senegal.
Jennifer Daniel – President of Pamro
This is your last chance to register for the 13th PAMRO meeting and All Africa Media Research Conference which will take place from 21 – 24 August 2011 in Dakar, Senegal at the Le Méridien President Hotel.
Closing date for registration is Friday, 12 August 2011.
FINAL PROGRAMME
13TH MEETING OF PAMRO AND ALL AFRICA MEDIA RESEARCH CONFERENCE
(Sunday 21 August 2011 – Wednesday 24 August 2011)
Le Meridien President Hotel, Dakar, Senegal
- CONFERENCE THEME -
“Harnessing the Power of Research: Lessons from the Continent”
SUNDAY 21 AUGUST 2011: Registration and Get-together Dinner
17:00-19:00 Pre – Conference Registration
19:00 GET-TOGETHER DINNER (Cash bar)
MAIN CONFERENCE PROGRAMME
DAY ONE - MONDAY 22 AUGUST 2011
08:30 Registration (cont) (Tea/coffee)
SESSION ONE
Chair
Jennifer Daniel, President, PAMRO
09:00 OFFICIAL OPENING: WELCOME & INTRODUCTION OF SPEAKERS
Jennifer Daniel, President, PAMRO
09:30 KEYNOTE ADDRESS
Hon Moustapha Guirassy, Minister of Communication and Telecommunication in charge of New Technologies and Information, Senegal.
10:00 THE IMPORTANCE OF MEDIA AND MEDIA RESEARCH IN AFRICA
Amadou Mahtar Ba, Chief Executive, African Media Initiative
10:30 TEA/COFFEE
SESSION TWO
Chair
William Mollah, CEO, Consumer Behaviour Research and Consultants Ltd
11:00 PERSPECTIVES ON NEW MEDIA MEASUREMENT
Keld Nielsen, Global Business Development Director, TNS Media Research, UK
What is New Media? Will Social Media kill Television as we know it? What have we learned so far about New Media Measurement? Experiences and a few case studies from around the world.
11.30 GLOBAL MEDIA TRENDS AND WHAT THIS MEANS FOR AFRICA
Steve Garton, Managing Director, Media, Greater China, Global Head of Media, Synovate, Hong Kong
As the pace of digital adoption accelerates, what are the hot areas which are emerging globally? Where does social media fit into today’s media landscape, and how are marketers creating new ways to hold conversations with consumers? For Africa, are there pointers to leapfrog on the back of new technology? Despite the dizzying pace of change, are there human behaviours and beliefs which remain constant, or which are ready to be tapped in new ways?
12:00 PAMRO PAN-AFRICAN LSM’S
Joe Boniaszczuk, Marketing Science Director, Research International SA (Pty) Ltd, RSA
The paper will introduce the concept of LSM’s, describe why they are the preferred form of socio-economic status segmentation and describe progress in computing an up-to-date PAMRO Pan-African LSM segmentation.
12:30 LUNCH (Cash Bar)
SESSION THREE
Chair
Jonadab Egbowon, Associate Director-Planning & Strategy, Starcom, Nigeria
14:00 GET MORE BANG FOR YOUR MARCOMS BUCKS!
Anne Rayner, Regional Director, Brand Equity & Communications, TNS, Australia
Marketers dealing with the pressures of proliferating options for reaching consumers can often feel stretched to the limit trying to do everything at once and keep up with the latest fad. This explores how marketers can make sure that they are working smart – investing in contacts that are influential and can help differentiate their brands, and eliminate wastage – and shares some lessons that other organisations have learnt in where to prioritise their spend. It is better to do fewer things, excellently – you just need to know what the right things are!
14:30 TAXI TV’S: “HOPPING ONTO THE MEDIA CURRENCY BUS”
Charles Foster, Managing Director, Millward Brown Africa, RSA
This paper highlights how a common media currency for a below the line media channel (Taxi TV) was created similar to that of the more traditional above the line channels used in South Africa. Exploring taxi commuters’ behaviours & opportunities to see advertising, we have got closer to deriving Reach & Frequency data for this relatively new media channel. In addition through ongoing tracking, among thousands of respondents over 3 years, the paper will explore the effectiveness of advertising on Taxi TV, & how this compares to conventional TV advertising in terms of brand awareness, advertising noting and liking.
15:00 CATCH THEM IF YOU CAN
Tomas Bicik, Business Development Director, Mediaresearch, a.s., Czech republic
Lifestyle surveys (LSS) represent a vast information source, which is, in many cases, hard to exploit down to the ground. When the TV audience data are enhanced by LSS, it could be a valuable tool for all sides of the media and advertising market: From the optimisation of a programme scheme for certain hard-to-cover audiences, thru the campaign planning and finally its evaluation. LSS offers wider potential of coverage of special focused audiences for broadcasters on contemporary fragmented TV markets.
15:30 TEA/COFFEE
16:00 HOW TO SEE AFRICA LIKE YOU HAVE NEVER SEEN IT BEFORE
Chris Maroleng, Africa Editor: Head of Department, eNews Africa
This presentation will pose a set of empirical and qualitative facts that significantly challenge some of the prevailing stereotypes and assumptions about the socio-economic position and future of the Africa continent. The papers main point of departure is that Africa will develop when Africans really believe it can and when we get away from our belief in African exceptionalism.
Chair
Jennifer Daniel, President, PAMRO
16:30 9th PAMRO Annual General Meeting (Paid up Members Only)
(Non-Members are invited to attend as observers)
18:30 GALA DINNER (Cash bar)
PROGRAMME
Piet Smit Achiever Award: Award for 2011 by the President of PAMRO.
Hall of Fame: Sifiso Falala
DAY TWO - TUESDAY 23 AUGUST 2011
08:00 – 09:00 BREAKFAST SESSION
Sponsored By SES The World’s Pre-Eminent Satellite Operator
THE DEVELOPMENT STATUS OF MEDIA AUDIENCE MEASUREMENT IN SUB SAHARAN AFRICA – How Do We Accelerate It And What Are The Current Challenges and Opportunities Facing Us.
Aichetou Moussa, Manager, Market Development and Marketing, Africa, SES &
Nicholas Bednall, Consultant, Strider brands
Should you wish to attend this Breakfast Session, kindly click on the link to register: http://www.saarf.co.za/REGISTRATION/pamrosesbreakfast.htm
SESSION FOUR
Chair
(To be Confirmed)
09:00 THE CHANGING FACE OF INTERNATIONAL BROADCASTING IN AFRICA
Joe Hall, Senior Manager, Business Insight, BBC Global News Division &
Kevin Cowan, Insight Manager, Global English and Languages, BBC Global News Division, UK
This paper looks at how rapidly changing media markets in Africa have led to increased commercial interest from not just the BBC but from media companies in general. It focuses on the contrasting public service and commercial business models the BBC operates, the different business demands and research needs the public and commercial sides of the business have and the need for data to drive ad-sales are key drivers for better audience measurement.
09:30 DIGITAL AFRICA: A NEW PARADIGM FOR MEDIA IN AFRICA
Vivien Marles: Managing Director, InterMedia, Africa
This paper will explore the transformational effects of the way African’s are able to access media and information and it will challenge content providers to embrace the new generation of media users and re-engineer their traditional approaches by looking at two technological developments that are changing media across the continent.
10:00 THE NEED FOR TRAINING IN BETTER RESEARCH METHODS IN THE CHANGING ENVIRONMENT
Graham Mytton, Chairman of the Board of Directors, InterMedia, UK
Graham Mytton, veteran of media research in Africa, looks to the future of our industry and throws out a challenge to all to put high quality training at the heart of what we do.
10:30 TEA/COFFEE
SESSION FIVE
Chair
Biodun Agbaje, Research & Innovations, Capital Media, Nigeria (TBC)
11:00 ANGOLA 2011 – MEDIA OUTLOOK
Filipa Oliveira, Managing Director, Marktest Angola, Angola
The topics of the presentation are, inter alia, the Angola Media Market, Audiences results from the Angola AMPS 2010, Advertising Spending by Medium and Challenges around the world in 2011.
11:30 CHALLENGES OF DOING FIELDWORK IN AFRICA
Mluleki Ncube, Chief Executive Officer, Quest Research Services (Pty) Ltd, RSA
The presentation will look at the challenges that research houses face when they are doing field work in Africa and the different survey options which clients should consider in some of these countries.
12:00 FROM 0-360° IN UNDER 12 MONTHS
Josephine Bucknull and Peter Masson, Partners, Bucknull and Masson, UK
How Pakistan controlled, funded, designed, conducted, released and trained users to plan and sell with a full 360° Media and Market survey covering over 650 media in 8 media groups and 750 brands in 50 product areas – in less than 12 months.
12:30 LUNCH
14:00 AFTERNOON PROGRAMME
Trip to Goree Island
Dinner at a restaurant in Dakar
DAY THREE - WEDNESDAY 23 AUGUST 2011
08:30 TEA/COFFEE
SESSION SIX
Chair
Philip Okullo, Country Manager, Synovate Ghana
09:00 COUNTRY ACTIVITY REPORTS
Philip Okullo, Country Manager, Synovate Ghana
An interesting selection of activities from a number of member countries will be highlighted. A comprehensive summary from all member countries that submitted information will be provided to all attendees.
09:30 AUDIENCE RESEARCH – HOW THE MEDIA LANDSCAPE CHANGES OVER TIME
Roger Steadman, Executive Director Synovate Pan Africa, Kenya
The Kenyan media landscape has evolved significantly as reported by the second media establishment survey conducted in Kenya in 2011. The dynamics of the media landscape in Kenya and the trends expected in the rest of the continent are discussed. In an age where the populations are urbanizing what opportunities does it create for the media and advertising industries?
10:00 KEEPING YOUR EYE ON THE BALL
Major Tikiwa, Operations, Media and PR Director, Multimedia Zimbabwe, Chairman Zimbabwe Advertising Research Foundation
Research challenges and solutions as one navigates a hyper–inflationary environment in Zimbabwe during 2006-2008 and how research funding and methodologies could be adjusted to suit the situation, are addressed. Research driven companies now seem ahead of the pack in most industries, particularly those that kept the eye on the ball. Early birds that believed in their research and their industries and not politics seem flying while others who sat on the fence are still trying to catch up.
10:30 TEA/COFFEE
SESSION SEVEN
Chair
Josiah Kimanzi, Vice President, PAMRO
11:00 OUTDOOR ADVERTISING: THE GREAT UN-MEASURED
Barry Sayer, Chief Executive Officer, Continental Outdoor Media and President Fepe International
Can the world’s oldest advertising medium find its place in the new order? With pay per click, econometrics and other performance justification can the outdoor medium continue to justify its traditional advertisers support?
11:30 MEASURING ADVERTISING ROI (RETURN ON INVESTMENT)
Joe Otin, Media Research & Monitoring Director, Synovate Pan Africa, Kenya
A look will be taken at the various elements used to determine advertising effectiveness and through a combination of advertising expenditure data and audience measurement a cutting edge system of measuring ROI has been developed to assist brands and ad agencies to plan and review their advertising performance.
11:50 CLOSING ADDRESS
Josiah Kimanzi, Vice President, PAMRO
12:00 LUNCH
Conference Ends
