26 September, Cape Town, South Africa - Eskimi has started working with global measurement company Effective Measure to deliver transparent and quality metrics to advertisement partners. All Eskimi media clients and partners will be able to access the Effective Measure Dashboard to analyse statistics on Eskimi mobile web version usage.
Effective Measure integrates media metrics, customer demographics, psychographics, and life stage data into one easy-to-use, intuitive Dashboard.
"We are looking for a measurement partner who understands African consumers and can track mobile consumers, including feature phones and proxy browsers. This has been a challenge with other providers, but Effective Measure provides great quality service," Vytas Paukstys, CEO of Eskimi, commented on the partnership.
"We are very pleased to welcome Eskimi as a measurement partner across Africa and the Middle East. Eskimi joins other global publishers such as The Washington Post, BBC, Daily Mail, and Trip Advisor that already use our solution. Eskimi instantly became one of the Top 10 global publishers by traffic. Digital measurement by an independent and transparent third party is crucial to build credibility and confidence of the digital media channel. We hope that making this data available across Africa will support Eskimi in expanding across the continent," comments Nicolle Harding, Lead of Sub-Saharan Africa, Effective Measure.
Eskimi started measuring the Nigerian market first, and August 2016 tracked 4,640,604 unique users per month.
Effective Measure will be tracking mobile web and desktop usage. Android, Windows, Blackberry, Nokia Asha, and Java apps will not be included in the measurement. Eskimi reaches 9.5 million unique users per month in Nigeria.