Effective Measure Opens in UAE

Australian digital audience measurement firm Effective Measure has expanded with the opening of offices in the United Arab Emirates (UAE), and has hired Brendon Ogilvy for the newly created role of Regional Director for MENA (Middle East North Africa).

The firm said that a 'dramatic increase' in demand for its products and services resulting in contracts with several regional publishers, has necessitated a move to set up the new office, and the expansion of a local team.

Effective Measure provides web site rankings, Internet demographics and market intelligence for online publishers, media agencies and digital marketers. The measures are calculated from an opted-in sample of more than 75,000 people, and the firm has recently been certified by the London-based Audit Bureau of Circulations (ABC).

Ogilvy is the former COO of full service market research company Real Opinions, which last year linked up with Effective Measure to roll out the latter's audience measurement tool (also called Effective Measure) in the Middle East.

Before this, Ogilvy worked as Research Director at YouGovSiraj, was a Market Research Analyst at Emirates Airline, a Senior Project Manager at TNS NFO and Research Manager at Phoenix Research.

Effective Measure, which now has offices in Dubai, London, New York, Melbourne, Sydney and Singapore, is online at www.effectivemeasure.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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