INDIA – December 6, 2013 – Effective Measure, provider of media planning and audience profiling solutions in emerging markets, has secured an agreement with India’s premier provider of audience data for display advertising, PrecisionMatch.
PrecisionMatch, owned by SVG Media, the largest Indian Digital Media Network, was launched earlier this year in India, South East Asia and the MEA with approximately 60 percent of internet users across a variety of targeted consumer vertical categories.
Under the agreement, Effective Measure will be providing PrecisionMatch’s Indian operations with the market leading Campaign Impact and Campaign Measurement solutions including the Brand Uplift Study which measures the success of a campaign in terms online ad recall, brand familiarity, brand recommendation, favorable consideration and competitive brand health.
PrecisionMatch Business Head, Chandrabhanu Pattajoshi, said, “there are several myths that surround this industry especially with respect to CTR and it being an effective measure. These myths need to be dispelled in order to appropriately measure the impact of display advertising on the internet. For instance, picking up campaigns with the best CTR need not necessarily deliver the best overall uplift in campaign metrics. Moreover, evaluating a campaign solely on the number of clicks is an incorrect representation of potential consumers who have been exposed to or influenced by a campaign.”
Using the Effective Measure Campaign Measurement solution allows agencies to optimize and enhance media buying, based on a comprehensive analysis of rich demographic and campaign exposure data which is available while a campaign is running.
“PrecisionMatch’s alliance with Effective Measure is a step towards offering solutions that will help a marketer measure the performance of their campaigns against a brand’s marketing goals. We are delighted to partner with Effective Measure and committed to develop online as a direct-response channel,” added Pattajoshi.
Effective Measure’s Campaign Impact solution provides the ability to survey internet users who were exposed to a display campaign and compare their answers to those who were not, allowing in-depth insight into the effectiveness of a campaign in meeting its objectives. The tools also benefit publishers, particularly those with niche audiences that will be identified and sought out based on the required target audience of advertising briefs.
“PrecisionMatch specializes in data targeted display and by using the technology smarts of Effective Measure, advertisers can extract and utilize data across specific vertical categories. This gives them the edge against competitor’s struggling with the changing digital ecosystem,” said Effective Measure Regional MD India, Abhimanyu Sareen.
