at Market Research in the Mobile World Africa 2014 November 5-6, 2014 Cape Town This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://mrmw.net/

1. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by

2. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

3. 1
Leveraging Mobile To Bring
Overnight TV Ratings to Africa
Steve Gutterman, President, GeoPoll

4. Would you measure TV viewership using this?
©2014 Mobile Accord, Inc. All rights reserved.
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= 1 device

5. Or this?
©2014 Mobile Accord, Inc. All rights reserved.
3
= 1
household

6. Or this?
©2014 Mobile Accord, Inc. All rights reserved.
4
= 28
people

7. A new approach to media measurement
©2014 Mobile Accord, Inc. All rights reserved.
5
Traditional
methodologies
measure devices.
The future:
measuring people.
SMS messages sent daily to a panel of respondents allow us to
measure media ratings through individual action.

8. Some background
GeoPoll partners with mobile network operators to conduct mobile surveys with
commercial, non-profit, and government partners.
©2014 Mobile Accord, Inc. All rights reserved.
6
Location Targeting:
Geo-referencing based
on location of cell
tower.
Two-way Communication:
Near real-time communication
through SMS, voice, or mobile
web.
Billing System Integration:
Ability to credit a user’s airtime
or mobile money account.

9. Why media measurement?
©2014 Mobile Accord, Inc. All rights reserved.
7
• Daily media measurement
didn’t exist in most African
markets: broadcasters and
advertisers relying on months-old
data, no way of knowing if
it is still correct.
• Mobile phones allow for real-time
data collection.
• Ability to develop one
methodology and use it across
multiple countries.

10. World Cup Viewership
©2014 Mobile Accord, Inc. All rights reserved.
8

11. World Cup Viewership: Males
©2014 Mobile Accord, Inc. All rights reserved.
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12. World Cup Viewership: Females
©2014 Mobile Accord, Inc. All rights reserved.
10

13. World Cup Viewership: Females + Samsung
©2014 Mobile Accord, Inc. All rights reserved.
11

14. Lessons when using SMS surveys in Africa
©2014 Mobile Accord, Inc. All rights reserved.
12
Basic phones
Questions kept to 160 characters.
Free to End User + Incentive
Many in Africa don’t have airtime, so surveys
are zero rated.
Local languages
Must test best languages.
Avoid respondent fatigue
Keep surveys to 10-15 questions

15. What’s next
©2014 Mobile Accord, Inc. All rights reserved.
13
Media Planning:

16. What’s next
©2014 Mobile Accord, Inc. All rights reserved.
14
Brand tracking:

17. Questions?
Steve Gutterman, President, Mobile Accord & GeoPoll
Connect w ith us:
www.geopoll.com
@GeoPoll
©2014 Mobile Accord, Inc. All rights reserved. 15

18. Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
#MRMW

19. November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by