MIDDLE EAST – DUBAI, UAE, SEPTEMBER 2011: Effective Measure, the leading provider of digital media planning solutions in emerging markets cites some of top agencies of Middle East and North Africa (MENA)—Omnicom Media Group MENA, Vivaki and MEC—for taking the lead in online transparency by adopting the global Internet measurement tool, OpenView.
Effective Measure MENA Regional Director, Dinesh Arasaratnam said, “It’s great to see some of the biggest names in the media planning business leading the way in online transparency with OpenView, Effective Measure’s latest innovation.”
“OpenView offers the industry a simple, one-stop dashboard that unlocks the trending behavior of the online population for better media planning.It combines the accuracy of website page tagging with the completeness of panel audience measurement to generate the closest representation of the online universe for key markets such as Saudi, UAE and Egypt,” said Arasaratnam.
Omnicom Media Group MENA Regional Executive Director – Digital, Dimitri Metexas stated, “For the first time in the Arab World, we have a comprehensive view on Internet traffic across the region. This ultimately creates a standard currency for our planning and reporting, which we obviously welcome.”
Vivaki General Manager – Digital, Rayan Karaky stated, “OpenView is a great step towards enhancing the planning product that we offer our clients. We have always said we will constantly endorse new solutions that help us make more sound decisions when approaching digital campaigns.”
MEC Interaction MENA Regional Director, Marc Ghosn stated, “Effective Measure’s OpenView allows us to focus on our clients’ campaigns and address their needs efficiently. It will help us to focus on optimizing the client’s campaign rather than using multiple tools and resources to find out where our client’s audience is online.”
Dinesh Arasaratnam concluded, “With a growing number of agencies expected to invest in OpenView due to the increase in digital ad spend, we can look forward to an industry with a world-class standard for online measurement and transparency.”
