The Out Of Home (OOH) advertising industry in Uganda is set to change drastically with a new technology that will enable it to be measured like other forms of advertising.
This was after a local data research company, Insyt Media, launched a brand new audience measurement model to the Ugandan market during a workshop held at the Golf Course Hotel, Kampala, on Tuesday 28th March, 2017. The workshop attracted Ugandans top marketing, advertising and media professionals.
The new measurement model, designed by a Spanish OOH research company Cuende Infometrics, combines various elements including traffic flows, satellite imagery and travel patterns to form a comprehensive traffic model, which when combined with the location of all media owner billboard panels, creates an accurate representation of OOH audiences.
Daniel Cuende, the Founder and CEO of Cuende Infometrics spoke of the model: “Cuende Infometrics mainly specializes in innovation, creation and development. With the new model that we have launched into the Ugandan market we are looking forward to changing the way the advertising industry has been measuring the effectiveness of the outdoor media that has been in use for the past three decades in Uganda”.
As a result of the new measurement model Ugandan advertisers will now have access to data about reach, frequency, GRPs (gross rating points), duplication factors, impacts, and CPM (cost per thousand), and, most importantly, this data will now be comparable with other advertising mediums for the first time ever.
Grace Tumukunde, Managing Director of Insyt Media, the local partners for Cuende Infometrics, stated that the main benefits of this new measurement model are that OOH advertising will become more accountable, and is expected to grow its market share of local advertising spend as buyers are now able to see, through in-depth analysis, the true value of this medium.
“Ugandan advertisers have been complaining about the lack of accurate measurement of the effectiveness of outdoor media yet it is a tool that many professionals know works well as a supplement to other forms of advertising media that they use for their campaigns and communication needs” – Grace Tumukunde, who has been working in the outdoor industry for the past five years.
At the launch there was a special industry panel discussion involving users, service providers and the regulator for the outdoor industry in Kampala. The panel involved Frank Muthusi (Business Unit Head of the Media Department at Fireworks Advertising), Brutus Kagingo (Chairman of National Outdoor Advertising Contractor’s Association), Alfred Lihao (Startimes Head of Marketing), Estella Muzito (Consumer Planning & Media Manager at UBL) and Hilary Musimenta (Legal Officer, Directorate of Legal Affairs, KCCA). Paul Mwirigi (Knight Frank Head of Marketing at Knight Frank and PRAU PR Director) moderated the panel discussion.