AUCKLAND – December 4, 2013 – Effective Measure has officially launched in New Zealand bringing Australian developed technology and media measurement solutions to the sophisticated and rapidly expanding digital media market, the company said in a press release.
Effective Measure is a leading provider of media planning, audience profiling and digital metric solutions with operations across forty international markets, they said.
The New Zealand launch has been supported by the industry with collaborative work underway with agencies and publishers and significant new local client wins including independently owned digital sales and marketing agency collective, the AD2ONE Group.
“Sourcing the most progressive digital tools to assist our clients is a priority to AD2ONE. We are excited that Effective Measure’s globally proven analytic solutions are now operational in New Zealand and look forward to integrating EM’s insights into our approach to help keep the media market competitive and up the ante on multi-platform measurement systems,” said Ad2One Country Manager NZ Lisa Ison.
The New Zealand operation will be headed by Effective Measure, Regional MD Oceania, Dinesh Arasaratnam and a recruitment drive is currently underway for talented local staff to grow with the business.
Effective Measure’s campaign effectiveness tools are already gaining traction in New Zealand as the sophisticated digital market seeks alternative metrics to new media models and progressive advertising executions across all platforms.
“The New Zealand market is showing strong demand for measurement solutions that provide meaningful metrics around brand, particularly advocacy and sentiment. Our Campaign Impact and Campaign Measurement reports can be a complimentary measurement tools to the deflating metrics found on CPI. We are also offering tools that are around a quarter of the price of our competitors,” said Arasaratnam.
EM’s Campaign Impact (CI) Report gauges the impact of a campaign or creative against the brand objectives, whether it involves brand awareness, sentiment, purchase consideration and intent, or brand advocacy while the Campaign Measurement (CM) Report is a tool which measures the effectiveness of a digital ad campaign by using frequency and reach as the main metrics for success. These reports provide the ability to optimise the media plan accordingly and present a GRP (Gross Rating Point) metric. GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency viewed per campaign.
“Online media is gearing up to be the second largest advertising game in town after television by 2015. Mobile advertising is also enjoying fast growth and New Zealand’s media and marketing competitive companies are looking for methods and insights to gain deeper engagement with these growing online audiences. The New Zealand market has long been demanding higher levels of immersive metrics and Effective Measure is pleased to be delivering the solution,” Arasaratnam added.
The New Zealand online advertising market has enjoyed its largest quarterly growth to date, with a total spend of NZ$120.56 million equating to 31% year on year growth for Q2 according to the Interactive Advertising Bureau. As mobile advertising tracks as one of the fastest growing categories at 73% it is clear that nimble and adaptive measurement solutions are required to respond to the changing market dynamic, Effective Measure said.
New Zealand is part of Effective Measure’s most recent expansionary growth phase which includes launches into India, Hong Kong, Kenya, Morocco, Zimbabwe and Nigeria.
“New Zealand has always been on our radar and we have been carefully preparing our launch over the last 12 months to ensure that our market entry delivers a fresh approach to digital measurement in a sophisticated market which requires world class solutions,” said Effective Measure CEO Richard Webb.
Effective Measure’s solutions are deployed around the world by the digital media sector including many of the world’s major media agencies, leading marketers and millions of global websites, including clients OMG, GroupM, IPG Mediabrands, Private Media, Network Ten, Haymarket Media and MSN.
