Insights

Effective Measure launches deeper audience profiling offering

Posted by Effective Measure on Tue Mar 8 2016

Johannesburg, March 4, 2016 – As the digital landscape evolves, it’s important that companies have deeper understanding of their customers to ensure advertising effectiveness. Effective Measure (EM) and the IAB SA have launched EM Xtra, a range of services outside the core measurement products. These new offerings to the South African market provide deeper audience profiling and digital research to uncover strategic insights for the industry.

EM Xtra’s offerings position digital measurement and research as cutting edge amongst the media industry. These new offerings will provide publishers and media owners with the ability to add more value to their advertising message and establish closer working relationship between media owners and digital advertising buyers.  Preferential rates of these products will be given to all IAB members.

“Pressure on allocating marketing spend to local publishers from global players is a hot topic. The introduction of these EM Xtra products will increase awareness of local online audiences and how to reach them, with a focus on audience optimisation rather than environment,” explains Nicolle Harding, Country Manager Effective Measure South Africa. “Eventually they will afford EM the opportunity to introduce benchmarks, improved media measurement and guidelines on issues such as ad viewability and ad recognition,” Harding added.

These new offerings will provide publishers and media owners with the ability to add more value to their advertising message and establish closer working relationship between media owners and digital advertising buyers. In addition to, and outside of audience measurement, Effective Measure will offer these additional products to publishers, agencies and advertisers that have opted into this separate ecosystem. These EM Xtra products include:

1. Online Market and Customer Research
2. Campaign Effectiveness Studies
3. Custom Data Solutions
4. emSegments and emPower
5. Data Visualisation

“We’re thrilled to make this innovative tool available to our IAB SA members who will no doubt gain a lot of value and insight from it,” said Josephine Buys, CEO IAB SA.

For more information on EM Xtra products, visit the Effective Measure Product Deck.

For media interviews or more information please contact Nicolle Harding at [email protected].

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About Effective Measure

Effective Measure is a leading provider of digital audience, brand and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers and researchers. The EM solutions offer brands, media and agencies invested in Oceania, Europe, Southeast Asia, Middle East North Africa and South Africa, a clear insight into their online audience and the ever-growing Internet population. www.effectivemeasure.com.

About IAB South Africa

The Interactive Advertising Bureau (IAB) South Africa, formerly the DMMA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry in South Africa. The IAB South Africa represents the digital industry across all sectors including the media, the marketing community, government and the public, and also acts as the channel through which international bodies can enter the South African digital market. The IAB South Africa currently represents over 200 members including online publishers, creative, media and digital agencies, brands and educators between them accounting for more than 33 million local unique browsers and over 1 billion page impressions. The IAB South Africa strives to provide members with a platform through which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space. To find out more about the IAB South Africa, visit its website, Like its Facebook page and follow @iab_sa on Twitter.

Topics: Company Updates, Sub-Saharan Africa

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