GLOBAL – January 29, 2014 – Effective Measure, provider of media planning and audience profiling solutions in emerging markets, has expanded into the accelerating African digital market of Nigeria.
The launch is supported by key local foundation clients including one of Africa’s largest online publishers and global digital sports content group, PERFORM, Effective Measure said in a press release.
Digital activity in Nigeria is escalating, particularly in the mobile sector which is driving the digital economy with momentum across traffic, demand for content and transactions.
Effective Measure is part of a wave of technology companies that are investing in this dynamic market, poised for high digital growth and innovation. The Nigerian government is currently implementing a national broadband strategy, which prioritizes infrastructure development and aims to extend internet access to 80 percent of the population by 2018.
“Boasting eight mobile operators and an urban population with 99 percent access to mobile devices and 50 percent online, Nigeria is a digital economy full of potential. Social networking and news, sports and entertainment feature as the most popular online activities which gives publishers and brands a strong base to work with in establishing engagement and leveraging data with the highest grade of measurement tools,” said Effective Measure Regional MD MEA Brendon Ogilvy.
Effective Measure has been working closely with local industry bodies and publishers in the lead up to the launch in Nigeria to assist in developing the burgeoning digital ecosystem.
“As one of the dominant publishers in Africa through Goal, the largest football website in Africa, according to Effective Measure rankings, we welcome the inclusion of world class metrics and data partner in our markets. It has made strategic sense to tag up with Effective Measure firstly in South Africa and then expand this into other African countries,” said PERFORM’s Managing Director for Africa, Peter Burroughs.
According to Effective Measure data, Goal is producing 119 million Page Impressions with a Daily Average Unique Browser figure of 437,836 in Nigeria alone.
“Across all of Africa we are reaching on average 735,672 Unique Browsers a day. We hope to see other large publishers display trust and transparency to local agencies by tagging up with Effective Measure in these regions,” Burroughs added.
The Effective Measure solution allows publishers, brands, media agencies and networks to delve deeply into the demographics of their online audience and to measure campaign effectiveness and impact. Effective Measure’s platform includes access to a media agency planning dashboard which assists in determining which digital properties in Nigeria are most appropriate to run campaigns, based on the target market demographic reach required.
“As Africa’s second-largest economy, Nigeria is leaping into the digital arena with the help of more investors who are becoming aware of Nigeria’s potential. We look forward to helping develop this vibrant digital market and bring the metrics and support needed to embrace the opportunities that the advent of this new digital economy brings,” said Effective Measure CEO, Richard Webb.
The Nigerian launch is part of Effective Measure’s pan-African expansion strategy which includes the establishment of operations into the new African markets of Zimbabwe and Kenya. Regionally, Effective Measure will also launch in Morocco and Oman in the near-term. The new operations will be driven from the Effective Measure MENA Regional headquarters in Dubai with support from the South African executive team. During 2014, Effective Measure will establish an office in Lagos.
Effective Measure recently secured a debut position as one of the fastest-growing technology, media and telecommunications companies in the 2013 Deloitte Technology Fast 500 Asia Pacific ranking.
