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THE FUTURE OF MEDIA AND MARKETING RESEARCH IN SOUTH AFRICA:

AN OVERVIEW OF INTERNATIONAL PRACTICES AND THE PERSPECTIVES, OPINIONS AND PREFERENCES OF

THE SOUTH AFRICAN INDUSTRY

21 April 2015

•  2003: Print media resigns from MIT (funding body) •  2003 – 2011: characterised by conflic@ng interests •  2011: research structure and realignment talks •  End-‐2011: FPS commissioned •  July/Aug 2012: TAMS concerns -‐> TAMS audit •  December 2012: TAMS report •  May 2013: NAB gives no@ce of resigna@on •  July 2013: FPS Report released •  Jan 2014: NAB and Out-‐of-‐Home membership ends.

Copyright Johann Koster Consul@ng

CHRONOLOGY OF EVENTS

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FPS RECOMMENDATION

SOURCE: KUPER RESEARCH 2012 3


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FUTURE MEDIA TV PANEL

RADIO SURVEY

BRC

PRINT SURVEY

PDMSA?

OOH SURVEY

OHMC

ONLINE SURVEY

iAB

PRODUCTS & BRANDS

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AMBIENT MEDIA

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??? LIKELY FUTURE INDUSTRY STRUCTURE…???

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BACKGROUND & CONTEXT

•  Resigna@on of members and changes in research environment have leW SAARF with a mandate and funding vacuum. –  Is there s(ll a need for an industry body and how should it be funded?

•  Stakeholders’ par@cipa@on in any industry body is reliant on its relevance and it value proposi@on.

•  The report aims: –  Explore value proposi@on –  Highlight areas of consensus –  Highlight opportuni@es for collabora@on and coopera@on –  Point out areas of differing views

•  The report presents a\tudinal insight at a specific moment in @me. •  The report does not present quick fix solu@ons. •  The report takes a long term view by taking stock of the current situa@on.

Copyright Johann Koster Consul@ng 4

iNTERNATIONAL INSIGHTS


•  Globally media and marke@ng research is structured along three dis@nct models: –  MulG-‐JIC: UK, Netherlands, Australia, Romania, etc. –  Super-‐JIC: Belgium, Germany, Spain -‐ Super-‐JICS similar to the pre-‐2015 SAARF. –  Commercial: In most of Asia and, to some extent, in France and Australia.

•  Countries that lack structure, collabora@on and coopera@on -‐ Finland and Ukraine -‐ characterised by lack of research or dominance of a single player.

•  Golden Thread – efforts and mechanisms to facilitate collabora@on and coopera@on

•  Media owners, marketers and media agencies are well organised and represented on various structures in the more successful markets.

•  Focus on delivering reliable and dependable data contributes to the effec@veness and maturity of collabora@on.

iNTERNATIONAL INSIGHTS -‐ STRUCTURE


•  Funding is the single biggest challenge faced in all the countries examined. •  Cost containment is a priority -‐ best possible research within available

budget. •  Media owners contribute the vast amount of funding towards research. •  Contribu@ons vary from country to country –

–  media owners 50% -‐ 100%, –  media agencies 0 -‐ 50% –  Marketers 0 – 5%

•  Generalisa@on – media owners 80%, agencies & marketers 20%

•  Generally calculated as a percentage of net adver@sing revenue/spend. •  Data sales augment revenues in most countries – commercial agreements

with soWware providers.

iNTERNATIONAL INSIGHTS -‐ FUNDING


APPROACH •  65 Face-‐to-‐Face interviews with 59 organisa@ons. •  78% at execu@ve level, 22% research specialists •  Respondents:-‐

–  Adver@sers/Marketers (n = 16) (Top 30, Adex 2013) –  Media owners (n = 21) (Print, Broadcas@ng, Online & Out of home) –  Media agencies (n = 13) –  Research Organisa@ons (n = 6) –  SoWware Bureaus (n = 3)

SURVEY iNSIGHTS


•  PREFERRED framework for a future Hub Survey? –  1 centralised Hub Survey is impera@ve. –  It must be independent from any stakeholder grouping. –  Designed by reputable experts through industry consulta@on. –  Must allow for integra@on with other surveys/currencies. –  Has to have an open and freely available sampling frame. –  Must conform with gold standard interna@onal norms.

SURVEY iNSIGHTS – HUB SURVEY


COMPOSITION

Scope and depth of ques@ons not covered – refer Future Proof Report •  At industry level all components of the current AMPS are seen as important. •  Individual groups deviate on the importance akributed to certain

components: LiRle DeviaGon = CriGcal Demographics, Media Categories and Media Consump@on Behaviour Medium DeviaGon = Important but requires review Living Standard Measurement (LSM), Retail Services and A\tudes Large DeviaGon = CriGcal for some, not for others Products, Brands and Lifestyles


SURVEY iNSIGHTS – HUB SURVEY

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•  SAARF cannot con@nue in its current form or its current ways. •  Requires new, innova@ve thinking and a fresh approach to research. •  Industry con@nues to lean towards having an industry body.

•  66% of respondents see an industry body as the best vehicle to represent industry interests when it comes to joint research. 23% disagree

•  No consensus on an exact mandate – responses do provide principles for considera@on.

SURVEY iNSIGHTS – INDUSTRY BODY


•  There is a desire to move beyond the current funding argument for the good of South African media and marke@ng research.

•  80% of marketers expressed a willingness to contribute towards joint industry research and 69% a willingness to contribute towards a representa@ve industry body.

•  Media agencies are willing to review the agency fees structure to facilitate funding contribu@ons.

•  Media owners are commiked to con@nue funding research, but within a

set framework. •  Access to data and survey subscrip@ons should be explored as poten@al

revenue streams.

SURVEY iNSIGHTS – FUNDING


•  56% prefer a solu@on that involves funding derived from marketers, whether through levy collec@ons by media agencies or direct payment.

•  72% of marketers prefer a solu@on that involves them contribu@ng funds: –  39% prefer the levy system –  33% prefer the direct payment method.

•  76% of media agencies agree that funding should be derived from marketers: –  41% prefer the levy system –  35% prefer the direct payment method

•  23% of media agencies, that selected the direct payment method, expressed willingness to implement a levy system -‐ should their clients (marketers) require it.

NB: Both marketers and agencies preferred a phased-‐in approach due to budget cycle, contractual, opera@onal and logis@cal issues.

SURVEY iNSIGHTS – FUNDING MECHANISM


Data Integrity & Reliability 26% of the comments were concerned about data integrity and reliability in the new dispensa@on. Respondents argued that an inclusive and transparent mechanism should be found to review and safeguard data integrity.

Pro-‐innovaGon Stance 23% of the comments concerned the need for innova@on. Respondents argued for innova@on through the explora@on of new research methodologies and technologies.

Cohesive Leadership 21% of the comments argued that the industry lacks cohesive leadership. Respondents expressed a need for leadership that is focused on industry needs.

Research ExperGse 16% of the comments concerned a current lack of research exper@se. Respondents iden@fied the need for knowledge building in the industry.

SURVEY iNSIGHTS – VALUE PROPOSITION


•  Desire for change •  Willingness to find a solu@on •  More commonali@es than differences

•  Need for coopera@on and collabora@on

•  Agreement to move past poli@cs and arguments

•  Quality and reliability of research is priority for all

GENERAL iNSIGHTS & OBSERVATIONS


•  BAROMETER: –  Opinions, views and preferences. –  Areas of agreement for cooperaGon and collaboraGon. –  Understand where the differences lie.

•  What are the key value drivers (KPAs) –  How do we ensure these are in place? –  How do we measure and account?

•  How will the system change? –  Current vs. Preferred vs. Actual

•  How does this affect my business and way of doing business?

SO WHAT…?


“We believe that neither the minimal form of a SUPER JIC like in RSA (small board), nor the extensive form like in Belgium (huge board) will help the decision making process and keep the cost under control. We have by far not found the right solu(on and the current setup with different JICS working closer and closer together is not ideal either. We are s(ll was(ng resources, spend (too) much (me coordina(ng and have to deal with perceived differences of interest.” Johan Smit – Director PMA (Media Consultancy Agencies), Netherlands.


OUR PROBLEMS ARE NOT UNIQUE

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THANK YOU!

Unless lessons provoke change, they are only lessons identified, not lessons learned.


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