Ipsos Brings its Cross-Media Tool to MENA

Ipsos has rolled out its Cross Media Measurement (CMM) tool in the MENA region. The product is currently offered in the UK.

The global group has a strong focus on MENA (the Middle East and North Africa), boasting coverage of 'all' its markets since 1988. CMM aims to help clients develop a holistic view of people's exposure to ads across digital and broadcast media: the tool passively determines the extent of media exposure users are subject to among different platforms, via app-like software they download onto their phones.

According to Elie Aoun (pictured), Ipsos Connect CEO in MENA, 'The integration of this new technology into the MENA market not only innovates the current marketing research techniques, but provides greater integrity to the data being collected. This can change the amount of time and money invested into data collection in the long run'.

Web site: www.ipsos.com .