Effective Measure Invests in Emerging Asia

Top executives, including co-founder, to be based in Singapore to showcase the potential of Asia’s richly diverse Internet audience

SINGAPORE, 12 April 2012 - Effective Measure, the leading provider of digital media planning solutions in emerging markets, today announced its Asia focus with three senior executives, including Founder and Senior Vice President of Market Development, James Robertson, appointed to its new regional head office in Singapore. Joining James in Singapore are South East Asia (SEA) Regional Director, Dinesh Arasaratnam and India Vice President, Abhimanyu Sareen. Together with a qualified team of Asia-based digital specialists, Robertson, Arasaratnam and Sareen will work across Asia to support the developing digital ecosystem.

Effective Measure Chairman, Richard Webb said, “Investing in emerging Asia is one of Effective Measure’s top priorities. With a proven, dedicated team now in place in Asia’s media hub, Singapore, we look forward to significantly expanding our investment and presence in this fast-moving region while contributing to digital best practices.”

Effective Measure Founder and Senior Vice President of Market Development, James Robertson said, “Our solid footprint and detailed demographic profiles of online audiences across Asia have helped guide our global clients such as Group M, Starcom MediaVest and Omnicom Media Group to make more comprehensive media planning decisions. We are optimistic about the emerging Asian market and are committed to actively help realize its full potential.”

Stepping fresh into the SEA role from a similar appointment in the Middle East and North Africa (MENA), Effective Measure SEA Regional Director, Dinesh Arasaratnam said, “Education is also critical for market growth and with metrics collected from over 170 million online browsers in SEA, we are in a good position to work with key industry partners and better inform advertisers on the potential of digital. This was a large focus of my previous role as MENA Regional Director and I look forward to using this experience to lead our SEA team into the next exciting phase.”

Newly appointed Effective Measure India Vice President, Abhimanyu Sareen concluded with a positive outlook on the Asian expansion, “India’s emerging digital industry is an exciting challenge in that it has so much room to grow with the current local population estimated at 1.2 billion. Along with Effective Measure’s South East Asia focus, our upcoming work in India will help develop the region’s digital market into a world-class environment.”

OpenView on SEA Audience
Effective Measure currently showcases Internet activity from over 170 million unique browsers and demographic data from over 400,000 active panelists in South East Asia. In the month ending March 2012, 8.1 billion page views were recorded, with 7.5 percent of this accorded to mobile. The SEA Internet audience is identified as being health conscious and as risk-taking Early Adopters.