N5b worth of MediaCell: Disagreement between BON and ADVAN stall implementation of project – MediaReachOMD Boss
The Business Unit Director, MediaReachOMD, Promise Oduh, has lamented over the inability of the Media Independent Practitioners Association of Nigeria (MIPAN) to fully implement its proposed new measurement
system called ‘MediaCell’.
Oduh who pointed out that the worth of implementing the project would cost the industry about N5billion, added that the main issue bedeviling the full implementation of MediaCell was the disagreement between the
Broadcasting Organisations of Nigeria (BON) and the Advertisers Association of Nigeria (ADVAN) as to who pays what in financing the project.
He, however, noted that the project would be financed using 5% of every media order that is released by the agencies while imploring all parties involved coming to an agreement so that the Medicell project could sail through.
Recall that MIPAN in collaboration with BON and ADVAN had promised to conduct a pilot test of MediaCell in the first quarter of 2019.
“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.
Oduh stressed that data generated from the MediaCell system would help both BON and ADVAN tremendously for getting the right ratings for the media as well as enable advertisers to understand consumers’ consumption patterns.
According to him, For BON, it will help in giving the right ratings for the media houses or the stations and then for the advertisers, it will also help them in terms of knowing exactly what the consumers are consuming per time and with that target the consumers more rightfully.
“The issue of payment is actually what the problem is. You know, other parameters have been met but in terms of payment BON and ADVAN have not come to terms of agreement.” Oduh stressed.
He lamented that the current measurement tools which involved using of hard diaries was no longer fashionable for current media planning, adding that it consumes a lot of time.
In Oduh’s words: “I think that it is high time we came to a round table to actually solve this problem because the current measurement we are using which is like 90 days or 3 months is too historical for current planning and for you to actually be able to know exactly what the consumers are, their relationship with media and their consumption pattern and media chemistry.
“I think we need a rating that will give us on the spot more like an overnight idea of what consumers are consuming per time.”
Speaking on the usefulness of MediaCell, Head Technical Committee, MIPAN, Adaora Adheke, said Mediacell was a passive media measurement with a huge cost.
Mrs. Adheke noted that it is passive because it can measure your media consumption on the go, noting that current diaries that media practitioners use don’t measure that.
“MediaCell is a mobile app which you can use on your Smartphone and it is uploading in every second. The media you consumed yesterday can be measured and that helps us in optimising our Gross Rating Point (GRP),” She said.
RECOMMENDED ARTICLES
Comment
No comments found.