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PRC fusion research illustrates ‘fresh thinking’

The Publisher Research Council has presented its compelling fusion research insights to media and marketing professionals in Johannesburg and Cape Town. The PAMS Brands: People Products & Platforms presentation demonstrated how the fused data from the Publisher Audience Measure Survey (PAMS) and Nielsen’s Consumer Panel Survey (CPS) benefits agencies and marketers. This, in effect, means brands can be profiled within the Socio-Economic Measures (SEMs).

The research, funded by the PRC, provides marketers, media agencies and publishers with real brand consumption behaviour, together with longitudinal digital behaviour. It brings together previously separate media assets together to reveal a granular view of people’s behaviour in terms of product consumption and platform use.

As CEO of the PRC, Josephine Buys, says, the ‘day in the life’ data at a brand level provides unsurpassed planning insights to planners and advertisers, enabling them to maximise both media and device synergy to increase advertising ROI. Buys said the presentations were well received. Feedback from those who attended lauded the PRC for its “fresh thinking” and said “fusion makes sense”.

The PRC was complimented on taking the lead in driving research that truly gives planners and marketers granular and usable data, and with delegates saying its benefits were clear. “Wow, fusion is taking us to new levels,” said one. “I think the marketers do not yet fully appreciate the extent of what quality data there is available in South Africa.”

Buys said she believed there was now better understanding of the research and how to use it, “but we realise some users still need further education and deeper understanding of the possibilities data fusion presents. PRC plans continued awareness and support for our members and the media and marketers”, she added.

She said the PRC would deliver more fusion focus in 2020.

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