Effective Measure Rolls Out MENA Mobile Service

Digital audience specialist Effective Measure is launching a service in the MENA region (Middle East North Africa), combining online polls and data from tagged web sites to provide insights on mobile consumption and purchase activities.

The firm - which is headquartered in Melbourne, Australia, and has offices in Dubai, New York, Sydney, Bangkok, and South Africa - has developed a solution that uses Digital Helix technology to overcome issues with cookie deletion and unique visitor audience calculation.

The company will conduct online polls across MENA and using its portfolio of more than 700 tagged web sites. Initially deployed in six markets - UAE, Saudi Arabia, Kuwait, Qatar, Egypt and Jordan - the project will aim to uncover a wide range of mobile audience data including in-depth usage and purchase activity. This data will be available from 7 July this year.

Regional MD - MENA, Brendon Ogilvy (pictured), comments: '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.'

Web site: www.effectivemeasure.com .