Effective Measure to Bring Connected Mobile Consumers to Agencies, Publishers in the Middle East

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Press Release

Mobile measurement to be launched in June, providing rich insight on mobile consumption and purchase activities in MENA

DUBAI, 30 May 2012 – Effective Measure, the leading provider of digital media planning solutions in the emerging markets, today announced that research measuring activity and trends of mobile consumers, will be launched on 7 June 2012 in Middle East North Africa (MENA).

Effective Measure Regional MD – MENA, Brendon Ogilvy, said, “Our mobile research was created at a critical time in the Middle East, when the industry was desperate to tap into the robust growth of mobile. This undeniable shift from desk-bound to hand-held devices highlights the evolution of the MENA audience, so agencies and publishers really need proven mobile audience data to stay ahead of the game.”

MEC, a global media agency, showed leadership and vision in the mobile space by becoming the official launch agency for Effective Measure’s mobile research in the UAE – giving MEC media planners exclusive rights to Effective Measure’s mobile research for a month ahead of other agencies.

MEC Interaction Regional Director, Marc Ghosn, said, “The mobile platform is of significant importance to MEC and our clients, but there has been a fundamental lack of audience data to measure the impact and usage of mobile with users across the region. Effective Measure’s insight on mobile consumers now provides this much-needed data relevant to MENA audiences.”

MEC Interaction Regional Mobile Lead, Andrew Coroneo, mirrored Ghosn’s sentiments as he said, “Effective Measure’s mobile research provides the data we need and more at a market-by-market level, providing MEC with granular detail on audience usage, access and general uptake of the mobile platform across MENA. This ensures mobile is recommended and implemented through detailed analysis and can sit confidently as a key element within clients broader marketing strategies.”

Benefits of Effective Measure’s mobile research:

  • Compare usage trends of mobile and connected devices to refine targeting and campaign execution.
  • Support the perception of mobile as a significant advertising channel with proven, updated audience data such as application, browsing, device, platform and tablet usage.
  • Understand how and where to reach out to an increasingly connected audience base to strengthen brand positioning and enhance audience interaction.

Brendon Ogilvy concluded, “With Effective Measure reaching over 100 million unique browsers in MENA monthly and further plans to grow our footprint, we are best positioned to help both supply and demand sides of the media industry make well-informed decisions to shape their mobile strategy in the region.”

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