The technology will also address the verification issues between agencies and media houses, particularly broadcast stations.
Industry observers say the cash locked in verification disputes between agencies and the stations is currently put at about N10 billion.
The Managing Director of CCM, Mr Tunde Onadele, in a presentation at the Business re-launch meeting of CCM Ltd. held in Lagos, said with the technology, agencies can now make good all missed spots faster and stations can make more money.
According to him, the CCM compliance data set is beneficial to advertisers (for use by their agencies) and media stations because with it, a client or his agency can monitor how his campaign is running on various electronic media he has booked.
He said the technology will be ready for business from August 1, 2010, monitoring 170 stations nationwide with the detection loggers deployed in 17 sites all over Nigeria. “The delivery of data and uploading the Dashboard server would be weekly, every Tuesday at 10am in contrast to what is currently available in the market at four to six weeks.”
He also noted that the CCM Dashboard will warehouse all the data generated from the stations and will be available on subscription to advertisers, agencies and media houses.
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