Being a well-known brand is no longer enough. Omedia focuses on the brands that are most present in the public's mind, which thus stand out in their competitive environment, and launches the quarterly Top of Mind brand barometer covering 22 categories of products and services (automotive, banking, sports, stores and retailers, home maintenance, dairy products, food products, money transfers and mobile payments, etc.).
This new service provides advertising market players (advertisers, communication agencies, media) with a strategic overview of Top of Mind brand awareness: the best-known, most appreciated and most likely to be consumed brands.
This barometer is based on 600 interviews* conducted in each country with a representative sample of the population of Dakar and Abidjan.
Omedia's clients can subscribe to the results of the quarterly barometer, which will provide Top of Mind awareness indicators by gender, age, and income level in specific reports by product and service category. The results of the first wave (June 2020) will be available from July 10.
According to Arnaud Moisan, Associate Director of Omedia, based in Dakar: "With this barometer, which goes beyond simple spontaneous awareness, Omedia provides advertising market players with a vision of brands based on Top of Mind awareness, in other words, first-tier awareness. Our clients thus benefit from a tool that supports them in their strategy, benchmarking, and communication budget management."
For Karim Konaté, Associate Director of Omedia in Abidjan: "This barometer responds to the desire to provide advertisers with a tool for regularly measuring key indicators of the health of their brands. Furthermore, it perfectly illustrates our ambition to continue to spontaneously offer markets decision-making tools."
* 600 people aged 15 and over living in each of the two cities (Abidjan and Dakar) and representative of the population in terms of gender, age, occupation, and level of education.
Press release