MIPAN sets to conduct pilot test of MediaCell by 2019
The Media Independent Practitioners Association of Nigeria (MIPAN) in collaboration with the Broadcasting Organizations of Nigeria (BON) will conduct a pilot test of MediaCell in the first quarter of 2019.
Head Technical Committee, MIPAN, Mrs. Adaora Adheke, disclosed this to MARKETING EDGE during an interview in her office, noting that that was the fall-out of the meeting between MIPAN, ADVAN and BON.
“MediaCell” is an electronic audience measurement system. Inaudible codes are embedded in broadcast audio signals and then detected by an application on the Smartphone.
The software application designed by Ipsos helps in collecting data
electronically from the consumers and is expected to be used by
professionals in the Media buying business and a ready tool for
members of MIPAN, the Advertisers Association of Nigeria (ADVAN) and
other stakeholders in the Integrated Marketing Communications
industry.
Adheke noted that after collecting data from the consumers with
MediaCell, such information would then be inputted into the various
planning software like Mediastar, Z plan and Telmar to aid effective
media planning.
She added that the MediaCell system will be specifically managed by the Media Planning Services (MPS) in conjunction with Ipsos.
According to her, all that the MIPAN technical committee will do is to
supervise and oversee the quality of what goes in and what comes out
in order to make sure that there is great quality control to boost its
acceptance both locally and globally.
In her words: “The meeting we actually had was not just MIPAN alone. We have another software that we want to use in data collection because we want to move away from having hard copy diaries which is the research aspect of the media software that we have right now.”
“There are some lapses that exist in the current diaries that we use,
so, we want to move from collecting research data using diaries to
make it more digital and scientific in data collection.”
“We did a pitch and at the end of the day, Ipsos won the pitch and
they introduced their data collection software known as ‘MediaCell’. Mediacell is a passive media measurement and the cost is huge. It is passive because it can measure your media consumption on the go, current diaries that we have don’t measure that.”
“MediaCell is a mobile app which you can use on your Smartphone and it is uploading in every seconds. The media you consumed yesterday can be measured and that helps us in optimizing our Gross Rating Point (GRP).”
“So, when the cost becomes so huge, we find out that MIPAN alone
cannot bear it neither will ADVAN alone also bear it. We decided to go
to the industry to have a collective pool of industry investment on
this software and that was where MIPAN had to reach out to ADVAN and reach out to BON”
“We believe that with mediacell, there will be improvement on the
quality of data that we collect and we will be conducting a pilot test
with the software early next year.”
RECOMMENDED ARTICLES
Comment
No comments found.