Firm now entrenched in nine African countries
By Nsikan Ikpe
GeoPoll, the world’s largest mobile survey platform, with a network of more than 300 million users in Africa, Asia and the Middle East has launched its daily and independent media measurement service in Ethiopia
The GeoPoll’s platform conducts surveys through the mobile phone and provides results to clients in real-time, giving anyone the ability to make data-driven decisions. Through its work with Fortune 500 companies, nonprofits, and governments, GeoPoll provides insights on everything from food security to brand preferences through a range of services that include both custom research and subscription products.
A statement from its Nairobi, Kenya office outlines that ‘GeoPoll is excited to announce that the GeoPoll Media Measurement service has launched in Ethiopia, and is currently collecting daily data on TV, radio, and print audience measurement.’ On account of this development, the firm says that it ‘is now the only daily and independent media measurement service in Ethiopia. Ethiopian firms can now benefit from real-time measurement of media consumption.’
Steve Gutterman, CEO of GeoPoll, added “Over the past three years, our clients in East & West Africa have used GeoPoll’s media data to view audience shifts in real-time, assess the performance of their advertisements, and monitor viewership of one-off events. GeoPoll Media Measurement will further impact the media landscape in Ethiopia by bringing a reliable, real-time solution to audience measurement that has been vetted by researchers at both GeoPoll, and Kantar Media. “
GeoPoll started its media measurement service in June 2014, becoming the largest provider of overnight audience data for TV, radio, and print in Africa. In the past year, GeoPoll has built on its flagship product by adding tools for media planning and post-campaign evaluation, allowing brands and agencies to assess the performance of their advertisements in near real-time. The joint product with Kantar Media will refine the mobile data methodology that GeoPoll has used to collect daily audience data.
GeoPoll’s Media Measurement Service is already running in eight other African countries: Kenya, Ghana, Uganda, Tanzania, Rwanda, Mozambique, Democratic Republic of Congo, and Nigeria.
GeoPoll is the largest provider of daily share, audience size, and ratings data in Africa, and with the addition of Ethiopia, GeoPoll’s Media Measurement service runs off GeoPoll’s multi-modal survey platform, which sends surveys to a database of over 300 million users via SMS, voice, and mobile web.