SOUTH AFRICA – The Interactive Advertising Bureau (IAB) of South Africa formerly known as the DMMA, has selected Effective Measure as the country’s online audience measurement supplier, following a rigorous competitive tender.
Effective Measure (EM) provides media planning and audience profiling solutions in emerging markets, bringing best practice online measurement data to premium publishers, ad agencies, ad networks, advertisers and researchers.
Under the four-year contract, Effective Measure is supplying the IAB South Africa with a web and mobile tag-based audience measurement service and media planning tool covering the key metrics of unique visitors, page impressions, visits and visit duration. The solution includes an online survey mechanism, across web and mobile, for collecting and building demographic and other relevant data.
“The IAB South Africa is focussed on ensuring that the South African digital industry is supported by the highest grade metric solutions possible. The development of a credible ‘single currency’ market, with a central set of data that can be referenced by all stakeholders, allows us to give every member the opportunity to work in a level playing field. We welcome the continuation of our established alliance with Effective Measure as our preferred measurement vendor and look forward to accelerating our services in tandem with market pace,” said IAB South Africa, Head of Measurement, Ryan Harris.
Effective Measure is the incumbent digital measurement supplier for the IAB South Africa and was appointed in April 2011 to work in tandem with the industry body in creating data that will give the industry and advertisers a clearer picture of the total profile of South African internet users and behavior.
The IAB South Africa Online Audience Measurement Panel was launched in 2011 and aims to provide a representative sample of the local online population, benchmarked against detailed data collected from Effective Measure.
Effective Measure has been working closely and collaboratively with the South African digital community to assist in growing the industry and delivering measurement solutions that are designed to adapt to the increasingly diversified media landscape.
“From our inception, the Effective Measure approach has been driven by industry collaboration and focused on transparency and enabling the media, marketing and advertising communities to gain greater insights and control over their audience data and digital assets,” said Effective Measure, Chief Revenue Officer, Brendon Ogilvy.
“We are gratified to extend our collaborative relationship with the IAB South Africa and welcome our endorsement as the industry’s digital measurement vendor of choice. The validation solidifies our commitment to the delivery of objective, verifiable and trusted data to the dynamic South African market,” he added.
As an Australian founded pioneer of market intelligence solutions for emerging global markets, Effective Measure is driving innovation in the industry with a comprehensive representation of the digital marketplace through its Digital Helix™ methodology, addressing key industry concerns surrounding unique browser calculation, cookie deletion, cost effectiveness and productivity. The Digital Helix™ platform enables auditing of census-based online traffic, combined with 3rd party panel data sources to deliver accurate and actionable audience data.
Currently Effective Measure tracks 1 billion unique browsers monthly around the globe with active demographic profiles of 1 million digital users.
“This endorsement by the IAB South Africa affirms our commitment to the South African market and our on going investment in the region. This is an exciting time to be operating in the African digital industry and we are encouraged by the industry support in bring our world class measurement solutions to the emerging markets in the region,” said Effective Measure Country Managing Director – South Africa, Alan Morrissey.
