HONG KONG – October 23, 2013 – Media planning and audience profiling solutions provider Effective Measure continues its international expansion with the official launch into the Hong Kong market.
Effective Measure’s rapidly expanding presence across Asia now includes points of presence in Singapore, Indonesia, Thailand, Malaysia, Vietnam and the Philippines, EM said in a press release, noting that the demand for independent, credible digital audience metrics with rich data insights into consumer behavior is driving growth throughout the region.
The Hong Kong launch follows Effective Measure’s recent entry into the dynamic Indian market where it is gaining rapid traction with clients including the Times of India, they said.
The expansion into Hong Kong is supported by foundation client Mindshare Hong Kong, part of the global Mindshare media network within the WPP Group. The relationship with Mindshare Hong Kong extends the alliance forged with Mindshare Singapore in January to provide digital campaign Gross Rating Point (GRP) measurement and advertising effectiveness solutions.
“Mindshare’s experience with the Effective Measure solution for digital campaign measurement has impressed our Asian network and we look forward to extending this best of breed selection into our Hong Kong client base. The Effective Measure Enable platform puts data into the hands of marketers to execute targeted reach and the most effective ad spend,” said Mindshare Hong Kong Managing Director, Paul Gibbins.
Mindshare Hong Kong will implement the Enable dashboard Campaign Measurement feature, offering enhanced insights and data that go beyond the generic metrics of clicks and impressions. Core to the Effective Measure solution is the digital GRP metric which assists in demonstrating the power of digital as a branding channel to advertisers.
“We are delighted to extend our relationship with Mindshare into the accelerating Hong Kong digital market. Hong Kong is a hotbed of digital innovation and Effective Measure will invest heavily in contributing to the growth of the local digital media sector. Agencies and brands are demanding technology partners that are armed with international expertise and the ability to deliver local insights. Effective Measure is perfectly placed to offer world class audience measurement solutions across digital media platforms,” said Effective Measure Founder and Senior Vice President – Market Development, James Robertson.
The Hong Kong market is defined by high levels of mobile and fixed internet penetration with strong growth forecast in the digital services and online advertising arena.
"Mobile internet growth is providing a fertile playing field for mobile marketing while consumer spending on digital entertainment and media in Hong Kong is on the rise and appetite for digital content such as streaming music services is driving new demand. Investing in Hong Kong is invaluable to Effective Measure’s growth through Asia and China as we share our metrics and research expertise across the digital advertising ecosystem,” Robertson added.
