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Maktoob Offers Middle Eastern Ad Measure
In Dubai, Maktoob Research has rolled out a service to provide advertisers, agencies and media firms in the region with insights into the impact of their online and offline ad campaigns.
While a client has an online ad campaign running on a web site, Maktoob randomly selects visitors to take part in a survey covering topics such as brand awareness and usage, ad awareness, liking, understanding, image and purchase intent. At the same time, panel members of the agency's online consumer panel are sent an invitation e-mail which links to the same question.
Responses are broken out into four different target groups - those who are not exposed to the ad, those who are exposed to the ad but not online, those exposed to the online ad only, and those exposed to both the online and offline ad.
'We are the first company in this region that offers a product that measures not only offline, but also online campaign performance,' claimed General Manager Tamara Deprez. 'The service provides a larger sample size and more detailed insights for clients and we already have a norms database with figures from this region.'
Maktoob offers an online panel of two million Arab consumers in the Middle East and North Africa, who can be targeted by demographics such as age, gender and occupation.
Last summer, the company launched community building tool Online Research Communities; and SMS-based Mobile Research.
The firm is online at www.maktoob-research.com .
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