Groupm, Choreograph expand Audience Origin offering to Nigeria, 11 other markets

In response to a growing need for a better quality of data and insights around consumer attitudes, preferences and behaviour, Groupm SSA, a leading media investment company and WPP’S Choreograph, a creative transformation company announced the expansion of proprietary Audience Origin data service into 12 markets in Africa.

According to a state released by both companies on Monday, 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, purposebuilt for an era that demands a new approach to data management, usage, and brand growth.

According to Federico de Nardis, Groupm SubSaharan 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.

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“This is a great opportunity for our key clients to gain insights into the lesser researched African consumer segments,” de Nardis said.

Audience Origin Research Director, Ramona Daniel, explained that the Audience Origin product is even more relevant and urgently needed in Africa because 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 of Groupm Nigeria

Audience Origin, according to the CEO is a unique combination of panel-based data, digital data, and client data for deep audience understanding and activation which features a globally consistent Core Survey at its centre that feeds global and local planning tools while delivering audience insights including niche audiences.

Using a scaled and flexible approach, Audience Origin allows clients to access the data they need while also linking to their data (whether it’s CRM, segment, journey, or tracking) via data fusions.