Media Buying Firm Unveils Research Tool for Data Analysis

Raheem Akingbolu

PHD Media, one of the fastest growing media and communication agency networks, and part of the Omnicom Media Group has unveiled Ocular, an innovative proprietary cloud-based media data tool. The unveiling took place recently in Lagos.

Ocular, according to the company, is a result of two years of continuous research aimed at closing some of the gaps that exist within the current industry tool, with unparalleled features that surpass what already exists within the sector.

Speaking at the event, the Managing Director of PHD Media, Mr. Dozie Okafor, said: “With Ocular, powered by 2,800 active respondents surveyed daily, businesses can glean insights into consumer habits and lots more to help make better decisions for their marketing activities. Ocular is designed to be a seamless tool such that it is accessible on devices and smartphones, with the ability to collect responses from respondents using Short Message Service (SMS), Mobile web and APP.”

Okafor stated that surveys currently cover seven key markets with an ongoing commitment to quickly scale this up to include more markets over the coming months as subscriptions increase.

On the unique features of PHD Media, he said that a client can deploy custom surveys relating to its business anytime on the platform, and can analyse not just the product/services, but can leverage the deep insights on the platform to also look into consumer habits.

“Parameters like social media and internet, video-on-demand, and any new trend can be added to it. There are also bespoke capabilities to enable clients to conduct focus groups, dipstick research, as well as other services relating to their businesses, and quickly,” he explained.

He further explained that features available in the cutting-edge solution which are currently in others include audience demographics, audience profiling, psychographic analysis, product usage and consumption analysis, and media consumption habit analysis.

The different features are real-time data, bespoke surveys, qualitative audience surveys, brand health checks, ad (asset) testing, and Client access to a real-time dashboard.

On her part, the Research Lead at PHD Media, Mrs. Cornelia Babatunde, pointed out that clients can conduct pre-campaign, during-campaign, and post-campaign surveys with Ocular, likewise dive deeper into an understanding of consumer behaviour using the Market Research Online Community (MROC) feature.

The event featured panel discussions with list of distinguished personalities the Digital and Media Manager West Africa, Pernod Ricard, Ojie Arthur Ehianeta; Marketing Lead Nigeria, Lipton Tea and Infusions, Motunrayo Babalola; Head of Marketing, Kingmakers, Oludare Kafar; Media Manager, West Africa, Unilever Nigeria, Oge Maduagwu; and Head of Marketing, HPZ – Haier Thermocool, James Odejimi, who stated that the introduction of Ocular was timely, as it encompasses the data required by companies to improve their business advantageously.

According to Motunrayo Babalola, data helps in understanding, planning, and evaluating issues relating to the implementation of set objectives. Ojie Arthur Ehianeta said the company is in the right direction with Ocular and that if the data is gotten right, Ocular should be extended to the rest of the industry and not just be a PHD tool.

On his part,  Oludare Kafar stated that data helps make informed decisions and enables the benefits of investments. James Odejimi averred “Data gives us insights into what we do.”

Others affirmed that real-time data is crucial for the growth of any sector, and they all applauded PHD Media for the novel innovation embedded in Ocular.