Audience Origin, formerly known as LIVEPanel, will be
available in the following markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory
Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda.
Audience Origin is an integral part of WPP’s newly-created
Choreograph, a global data products and technology company operated by GroupM,
purpose-built for an era that demands a new approach to data management, usage,
and brand growth.
According to Federico de Nardis, GroupM Sub-Saharan Africa
CEO: “Audience Origin provides an unprecedented depth of understanding of the
human mindset, through a connected global data foundation that uses
privacy-first data collection via our proprietary consumer survey. This is a
great opportunity for our key clients to gain insights into the lesser
researched African consumer segments.”
Ramona Daniel, Audience Origin Research Director, added:
“The Audience Origin product is even more relevant and urgently needed in
Africa, where in many markets advertisers have historically lacked robust and
reliable consumer research data, that is not only local, but can be also
aggregated for a global point of view”.
GroupM has had a strong and direct presence in all key
markets in Africa for a long time and “by extending the Audience Origin
offering to more markets, we empower our clients to be able to access
locally-relevant, and actionable data. This ultimately helps them understand
their consumers at an unprecedented level of depth, and as a result, run more
impactful campaigns and grow their businesses” adds Seni Adetu, CEO GroupM
Nigeria