Effective Measure Takes DMMA Contract from Nielsen

Digital audience specialist Effective Measure has been selected by non-profit organisation the Digital Media and Marketing Association (DMMA) to ensure accurate traffic reporting for South Africa's media sector on all digital platforms - a contract previously held by Nielsen.

During the tender process, the DMMA's elected sub-committee evaluated a number of global suppliers, and selected the measurement solution which the members felt was most suited to the South African market place.

This selection process focussed on finding a company to provide a solution which ensures that South Africa remains a 'single currency' market, with a central set of measurement data that can be referenced by all stakeholders.

It also required that the selected vendor would be able to offer a tag-based audience measurement service and media planning tool, which would be affordable for both small and large publishers, while providing a 'clear strategy' for mobile and app audience measurement.

Additionally, the chosen firm needed to have the ability to recruit and manage an audience panel to track activity beyond member sites.

Effective Measure - which is headquartered in Melbourne, Australia, and has offices in Dubai, New York, Sydney, Bangkok, and now in South Africa - has developed a solution that uses Digital Helix technology to overcome issues with cookie deletion and unique visitor audience calculation. This, the firm claims, is significantly more cost effective than current market research tools, as well as highly accurate.

DMMA said in a statement that Effective Measure not only met each criterion, but also offers tagging technology guaranteeing accurate data, while its pricing structure will permit large media owners to better represent the various sections of their web sites to the marketplace, and smaller media owners to participate for the first time.

Additionally, Effective Measure will enable publishers to present audience demographics by site section; a first, which the firm says will provide clarity on specific audience segments within a site, and allow digital advertisers to better reach their target markets.

Josh Adler, who is head of DMMA's measurement committee and also CEO of digital media specialist Prefix Technologies, states: 'Effective Measure's combination of technological innovation, service offering and track record in other key markets across the world provides a platform for aggressive sector growth through well-informed media planning decisions.'

Through the deal, the DMMA will now be able to integrate data with Telmar - the country's preferred media planning software - to provide information about digital audiences at the earliest stages of the planning process.

Web sites: www.dmma.co.za and www.effectivemeasure.com .