Effective Measure Expands in Africa

Digital audience, brand and ad effectiveness analyst Effective Measure has expanded its coverage of the African media market into Kenya, Nigeria and Ghana, where it says there are 129.9 million Internet users.

Effective Measure's 'Digital Helix' technology overcomes issues with cookie deletion and unique visitor audience calculation, and can be used for campaign effectiveness studies, online research and app measurement. The firm claims to be the first to bring global digital audience measurement services to these three emerging markets, to help local publishers provide third party stats to agencies.

The firm's dashboard includes data on Africa's 'leading' digital publishers, along with insights, demographics and behavioural data that reveal the 'digital pulse' of the continent's media sector across all connected digital devices. To deliver to these new markets, Effective Measure has partnered with specialist consumer insights firm Kouni Consulting in Kenya and Nigeria; and in Ghana with Insight Advertising, an affiliate of WPP-owned Grey Worldwide.

Web site: www.effectivemeasure.com .