Leading MENA advertisers Kraft, Unilever, GM and Emirates along with the powerful Advertisers Business Group have thrown their support behind Effective Measure, the de facto currency for Internet Audience Measurement throughout the MENA region.
Speaking about their support, Fadi Ghosn, Marketing Director at General Motors, said, “The fact that these details are being provided by Effective Measure, certainly gives us more confidence in the digital landscape moving forward and the growing opportunities that it presents.”
Effective Measure is now measuring over 40 leading local and international websites and has over 80,000 members in its demographic sample.
This provides the MENA region with the worlds most accurate and reliable demographic data across the 1.7 billion plus page impressions it is measuring every month.
“Effective Measure’s entry into the marketplace shall help create an environment whereby monitoring, accountability and hence measurement of ROI shall become the norm and probably the first of its kind in the region across media” said Chareeka Jolly, Marketing Communications MEA-DM and GCC at Kraft.
One of the most powerful endorsements has come from the Advertisers Business Group, which represents over 50% of all of the online spend in the region.
Their chairman, Louis Hakim, commented, “Effective Measure’s methodology goes beyond numbers and provides insight and data deeper than what we’ve seen before in this region for online media.
“We welcome this initiative as we can see great benefit in demonstrating media ROI and validating digital activation.”
Speaking about the advertisers support, Brendon Ogilvy, MENA Regional Director at Effective Measure, said, “we are confident that this level of support sends a clear message to the rest of the market that it is time to come together and ensure the region’s online industry benefits from this world leading, industry accepted technology.”