Developed by research and strategy company, Dashboard Marketing Intelligence, and advertising and media expert, Dave Kelly, Pinpoint supports more effective media buying in Africa by tracking media consumption across countries where information is scarce or irregular.
Advertisers need data to buy media placements effectively. Data is drawn from a demographically representative sample across each city in the survey. Specialised field teams capture and upload interviews in real time using mobile and GPS technology.
Dashboard collates and reports the data via an interactive web interface which allows users to personalise their view of the information, as well as simply export it for sharing and planning purposes.
According to Dashboard managing partner, Peter Searll, one of the biggest benefits of Pinpoint is that the data is available soon after fieldwork, enabling media decisions to be made within a relevant time frame. This means that the first Nigerian data will be available mid-April.
Searll says users are able to profile and size TV and radio station audiences, review ongoing insight into social media and internet usage and explore psychographic and attitudinal consumer mindsets. Marketers and planners are able to filter the data by users of any specific product category.
For example, initial research from the Ghana study revealed that nearly 35% of the urban population in that country is accessing the internet on their mobile phones, it tellingly highlights that 59% do not access the internet at all. It also highlighted that there was significantly more online activity across key cities Accra and Kumasi than in Tamele and Sekondi-Takoradi, and Facebook is by far the most visited site, followed by WhatsApp, said Searll.
