GroupM Malaysia takes industry lead on campaign metrics with Effective Measure

Effective Measure solution to be deployed across GroupM Malaysian agencies 

MALAYSIA, 13 May 2013 Effective Measure, the leading provider of digital media planning solutions in emerging markets has secured a progressive agreement with GroupM Malaysia, part of the global WPP Group.

 In a breakthrough deal for the Malaysian digital measurement market, GroupM Malaysia has secured an agreement to implement Effective Measure’s Campaign Measurement and Campaign Impact solutions across its entire agency group.

 Effective Measure’s Campaign Measurement feature allows agencies to optimize and enhance media buying, based on a comprehensive analysis of rich demographic and campaign exposure data which is available while a campaign is running. The Campaign Impact solution provides the ability to survey internet users who were exposed to a display campaign and compare their answers to those who were not, allowing in-depth insight into the effectiveness of a campaign in meeting its objectives. The tools also benefit publishers, particularly those with niche audiences that will be identified and sought out based on the required target audience of advertising briefs.

 “As the digital media landscape becomes ever more complex, it is imperative for our clients that their agency can offer better solutions for their marketing investment attribution. With this agreement, GroupM will have cutting edge tools at our disposal to monitor the impact of digital media channels on specific objectives such as brand awareness, affinity or purchase intent. Access to such rich data allows us to allocate our clients’ investments better and optimize them more effectively,” said GroupM Malaysia Head of Interaction, Joni Leimala.

 As GroupM’s digital arm, GroupM Interaction is responsible for developing tools and processes which enable the digital units of GroupM agencies to function more effectively and efficiently. The alliance with GroupM Malaysia follows a run of Effective Measure partnerships with GroupM agencies in the region including Mindshare, MEC and Maxus.

 "GroupM is leading a step change for online measurement in Malaysia. In an ever expanding sector, this partnership signifies a genuine appreciation of the requirements of advertisers in the digital age. As digital campaigns become more sophisticated, so too have the metrics for tracking their impact. It's an exciting time for Effective Measure and a fantastic opportunity to help grow the industry”, said Effective Measure Commercial Director - Malaysia & Singapore, Tom Hogg.

 Effective Measure’s analytic tools provide the solution to handling the increasing complexity and flow of data for thorough and immersive campaign analysis on highly targeted audience segments. Enable, Effective Measure’s media planning dashboard, accredited by international online auditors, ABC (Audit Bureau of Circulation), provides GroupM with over 200 demographic and psychographic reference points.

 “The Malaysian digital media sector is accelerating at warp speed and clients are demanding the highest grade access to digital metrics and data. This relationship with GroupM is a significant move for the future of the local measurement industry that will lead to the development of tangible digital benchmarks across multiple industry verticals and categories,” said Effective Measure Founder and Senior Vice President Global Accounts & Market Development, James Robertson.