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PHD Media, a prominent player in the global media and communication agency networks and a part of the Omnicom Media Group, has introduced its cutting-edge cloud-based media data tool, Ocular. The proprietary research tool, unveiled at a well-attended event in Lagos, is set to revolutionize the way businesses access and analyze real-time data in the media industry.
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Ocular, born out of two years of intensive research, addresses long-standing questions surrounding the recency and efficacy of data used in the industry. With unparalleled features surpassing existing tools, Ocular promises to provide businesses with profound insights into consumer habits, enabling better-informed decisions for their marketing activities.
Mr. Dozie Okafor, Managing Director of PHD Media, highlighted Ocular’s unique capabilities, emphasizing its seamless accessibility on devices and smartphones. The tool, powered by 2,800 active respondents surveyed daily, employs various channels, including Short Message Service (SMS), Mobile web, and APP, to collect responses.
Okafor emphasized that Ocular currently covers seven key markets, with plans to expand its reach in the coming months. Clients can deploy custom surveys tailored to their business needs, allowing them to delve into not only product/services analysis but also consumer habits.
The features of Ocular include real-time data, bespoke surveys, qualitative audience surveys, brand health checks, ad (asset) testing, and client access to a real-time dashboard. Ocular also facilitates pre-campaign, during-campaign, and post-campaign surveys, offering a comprehensive understanding of consumer behavior through the Market Research Online Community (MROC) feature.
The launch event featured panel discussions with industry leaders, including Ojie Arthur Ehianeta from Pernod Ricard, Motunrayo Babalola from Lipton Tea and Infusions, Oludare Kafar from Kingmakers, Oge Maduagwu from Unilever Nigeria, and James Odejimi from HPZ – Haier Thermocool. The participants acknowledged Ocular’s timeliness and its potential to be an industry-wide tool.
Motunrayo Babalola stressed the importance of data in understanding, planning, and evaluating objectives, while Ojie Arthur Ehianeta encouraged extending Ocular beyond PHD, stating that if the data is right, it should benefit the entire industry. Oludare Kafar highlighted data’s role in making informed decisions, and James Odejimi affirmed that “Data gives us insights into what we do.”
PHD Media’s reputation as an innovator in communications planning and buying has been further solidified by Ocular. The agency’s remarkable performance at the 2023 Pitcher Awards, securing ten awards, underscores its commitment to strategic planning and innovation.
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