GeoPoll, Kantar Media, and Cuende have launched “Pan-African OOH”, the first data product to regularly measure consumption of Out of Home mediums across Africa. This joint product uses a consistent methodology to bring robust Out of Home measurement data to 15 countries. Through a cutting-edge combination of satellite imagery and mobile survey data, Pan-African OOH measures traffic patterns and reach of billboards, urban furniture, and other OOH media, and allowing brands, agencies, and media owners to accurately gauge the reach and effectiveness of their OOH advertisements.
Pan-African OOH has various features. These include reach and GRP data for billboards and other OOH advertisements in major metropolitan areas throughout Africa; information on trip habits of different demographic groups on weekends and weekdays; popular transport methods (foot, car, taxi, bus) broken down by demographics and data integrated into OOH planning software Telmar so agencies and brands can easily calculate the ROI of different OOH advertisements.
The first set of Pan-African OOH data will be available at the beginning of Q3 2016 for Kenya and will expand to Nigeria, Tanzania, Uganda, Ghana, Mozambique, Cameroon, Zambia, Zimbabwe, Ethiopia, Angola, Ivory Coast, DRC, Malawi, & Rwanda.