Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Effective Measure enters New Zealand

Effective Measure enters New Zealand with world class digital metric solutions

Australian founded solution goes trans-Tasman to support digital growth

Auckland, 4 DECEMBER, 2013: – Effective Measure has officially launched in New Zealand bringing Australian developed technology and media measurement solutions to the sophisticated and rapidly expanding digital media market.

Effective Measure is a leading provider of media planning, audience profiling and digital metric solutions with operations across forty international markets.

The New Zealand launch has been supported by the industry with collaborative work underway with agencies and publishers and significant new local client wins including multiplatform broadcasting giant and leading digital publisher, MediaWorks and independently owned digital sales and marketing agency collective, the AD2ONE Group.

“Sourcing the most progressive digital tools to assist our clients is a priority to AD2ONE. We are excited that Effective Measure’s globally proven analytic solutions are now operational in New Zealand and look forward to integrating EM’s insights into our approach to help keep the media market competitive and up the ante on multi-platform measurement systems,” said Ad2One Country Manager NZ Lisa Ison.

The New Zealand operation will be headed by Effective Measure, Regional MD Oceania, Dinesh Arasaratnam and a recruitment drive is currently underway for talented local staff to grow with the business.

Effective Measure’s campaign effectiveness tools are already gaining traction in New Zealand as the sophisticated digital market seeks alternative metrics to new media models and progressive advertising executions across all platforms.

“The New Zealand market is showing strong demand for cost effective measurement solutions that provide in-depth demographics combined with relevant brand metrics, particularly around awareness, purchase intent and advocacy. Our Campaign Impact reports are complimentary and add value to existing ad server metrics such as CTR which can sometimes be seen as deflating,” said Arasaratnam.

EM’s Campaign Impact (CI) Report gauges the impact of a campaign or creative against the brand objectives, whether it involves brand awareness, sentiment, purchase consideration and intent, or brand advocacy while the Campaign Measurement (CM) Report is a tool which measures the effectiveness of a digital ad campaign by using frequency and reach as the main metrics for success. These reports provide the ability to optimise the media plan accordingly and present a familiar GRP (Gross Rating Point) metric.

“Online media is gearing up to be the second largest advertising game in town after television by 2015. Mobile advertising is also enjoying fast growth and New Zealand’s media and we will have news to bring to the market in the new year of developments that will provide greater visibility on this channel,” Arasaratnam added.

The New Zealand online advertising market has enjoyed its largest quarterly growth to date, with a total spend of NZ$120.56 million equating to 31% year on year growth for Q2 according to the Interactive Advertising Bureau. As mobile advertising tracks as one of the fastest growing categories at 73% it is clear that nimble and adaptive measurement solutions are required to respond to the changing market dynamic.

New Zealand is part of Effective Measure’s most recent expansionary growth phase which includes launches into India, Hong Kong, Kenya, Morocco, Zimbabwe and Nigeria.

“New Zealand has always been on our radar and we have been carefully preparing our launch over the last 12 months to ensure that our market entry delivers a fresh approach to digital measurement in a sophisticated market which requires world class solutions,” said Effective Measure CEO Richard Webb.

Effective Measure’s solutions are deployed around the world by the digital media sector including many of the world’s major media agencies, leading marketers and millions of global websites, including clients OMG, GroupM, Media Brands, Private Media, Network Ten, Haymarket Media and MSN.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Scoop Business: Equity Crowd Funding Carries Risks, High Failure Rate

Equity crowd funding, which became legal in New Zealand this month, comes with a high risk of failure based on figures showing existing forays into social capital have a success rate of less than 50 percent, one new entrant says. More>>


Scoop Business: NZ Migration Rises To 11-Year High In March

The country gained a seasonally adjusted 3,800 net new migrants in March, the most since February 2003, said Statistics New Zealand. A net 400 people left for Australia in March, down from 600 in February, according to seasonally adjusted figures. More>>


Hugh Pavletich: New Zealand’s Bubble Economy Is Vulnerable

The recent Forbes e-edition article by Jesse Colombo assesses the New Zealand economy “ 12 Reasons Why New Zealand's Economic Bubble Will End In Disaster ”, seems to have created quite a stir, creating extensive media coverage in New Zealand. More>>


Thursday Market Close: Genesis Debut Sparks Energy Rally

New Zealand stock rose after shares in the partially privatised Genesis Energy soared as much as 18 percent in its debut listing on the NZX, buoying other listed energy companies in the process. Meridian Energy, MightyRiverPower, Contact Energy and TrustPower paced gains. More>>


Power Outages, Roads Close: Easter Storm Moving Down Country

The NZ Transport Agency says storm conditions at the start of the Easter break are making driving hazardous in Auckland and Northland and it advises people extreme care is needed on the regions’ state highways and roads... More>>


Houses (& Tobacco) Lead Inflation: CPI Up 0.3% In March Quarter

The consumers price index (CPI) rose 0.3 percent in the March 2014 quarter, Statistics New Zealand said today. Higher tobacco and housing prices were partly countered by seasonally cheaper international air fares, vegetables, and package holidays. More>>


Notoriously Reliable Predictions: Budget To Show Rise In Full-Time Income To 2018: English

This year’s Budget will forecast wage increases through to 2018 amounting to a $10,500 a year increase in average full time earnings over six years to $62,200 a year, says Finance Minister Bill English in a speech urging voters not to “put all of this at risk” by changing the government. More>>


Get More From Scoop

Computer Power Plus
Search Scoop  
Powered by Vodafone
NZ independent news