MEC Asia Pacific raises the bar on digital auditing and engagement with Effective Measure in regional deal

The Effective Measure platform will be deployed across MEC’s agencies in Indonesia, Singapore, Malaysia, Thailand, Vietnam and the Philippines

SINGAPORE, 28 February 2013 Effective Measure, the rapidly expanding global leader in digital audience profiling and measurement in emerging markets, has forged a regional agreement with MEC to deploy digital measurement solutions across its extensive client base.

 MEC, a GroupM company, has selected Effective Measure to provide digital campaign Gross Rating Point (GRP) measurement and advertising effectiveness solutions for its clients ensuring that a new layer of consistency and validity is applied to its approach to digital metrics.

 Under the regional deal MEC will roll out Effective Measure’s ground breaking solution, Campaign Measurement which will allow the agency to report on digital GRPs across Indonesia, Singapore, Malaysia, Thailand, Vietnam and the Philippines.

 “This fresh deal with Effective Measure marks new territory for us as we move towards providing the most advanced digital metrics that will not only lead the market but shape the way digital measurement is evolving. MEC is regionally driving to change the way that digital gets measured and we are delighted to have found such a progressive partner in Effective Measure,” said Ben Poole, Head of Interaction, MEC Asia Pacific.

 MEC's Asian operations represent the global agency’s fastest growing region in the world and as such set the pace for the company’s vision of the future. MEC’s multinational clients in APAC include Colgate, Chevron, Singapore Airlines and Citibank.

 “The digital media market has evolved far beyond the fundamental metrics of clicks as the barometer of campaign success. Agencies and their clients are demanding sophistication and depth to the approach of digital measurement and Effective Measure is founded on providing solutions that not only meet but anticipate what the next evolution in media auditing will be,” said Effective Measure Founder and Senior Vice President Global Accounts & Market Development, James Robertson.

 As online competition intensifies, it is increasingly essential for the industry to be armed with meaningful data sets that can provide confidence to brands as they invest more of their marketing dollars into digital from traditional mediums. Effective Measure’s Campaign Measurement tool is an invaluable resource to assist agencies and brands to accurately compare the performance of their digital campaigns to other media platforms such as television.

 “Using these tools from Effective Measure allows us to demonstrate the power and value of using the digital medium for highly executed and targeted campaigns. It affords us a competitive edge in the market where players are still misaligning measurement metrics with campaign objectives,” Poole added.