Online Media Measurement
According to “Internet World Stats”, between 2000 and 2009, the Middle East and
North Africa (MENA) had the fastest rate of internet user growth in the world at
1777%. This huge growth is driving advertising interest in the online space and
associated reporting. Digital technologies lend themselves to precise auditing and
measurement like no other media platform and yet the MENA region has a long way
to catch up with other parts of the world in terms of online audience measurement.
In September 2009 the ABG established a new task force with the objective of arriving
at a common research platform for online measurement. Comprising representation
from major multinational advertisers including Unilever, Nestle, Nokia, Philips
and General Motors, the committee recognises that a common currency will be beneficial
to all stakeholders. Its main role is to evaluate the internet research in the GCC
(and MENA) region and monitor progress in digital research methodology to help advertisers
make better decisions in online media planning.
Digital Marketers have used measurability as a key selling point in promoting online
advertising over the years. The platforms and technologies that are the foundations
of delivering advertisements to audiences online typically capture a plethora of
data throughout the process. This data is vital in optimizing existing campaigns,
planning and strategizing future campaigns, and analyzing overall effectiveness
of the medium for a particular brand or product.
In the past, advertisers have relied heavily on the data digital media agencies
and publishers provided. Until recently, the majority of these publishers were not
audited and it was rare to find a publisher that publicly disclosed traffic figures.
With the introduction of Digital Audience Measurement tools into the Middle East
region, several major publishers have begun removing the boundaries that typically
left advertisers in the dark.
Prior to launching any advertising campaign, it is crucial that advertisers begin
measuring the reach within their selected target market on each publisher they plan
to advertise through. This will not only ensure that online advertising campaigns
will deliver measurable business results, but will guide negotiations, ultimately
ensuing in more efficient investments.
In 2009, the Online Media Measurement Committee initiated its work in the region
by analyzing the Audience Measurement services available to advertisers at the time.
Effective Measure and Nielsen were the only two major service providers in the region.
Both companies were invited to present credentials and provide demonstrations of
their measurement tools. To make sure that the findings remained unbiased, the committee
introduced a traffic light reporting system that evaluated service providers based
on a set of standardized criteria, highlighting their strengths and areas for development.
To ensure that new entrants into the market are given fair opportunity, the Traffic
Light Report for Audience Measurement is updated every six months. The period January
- June is reported in July, and July - December reported in the following January.
Furthermore, providers of audience measurement services/tools are invited to contact
the Online Media Measurement Committee. Below is the latest report of the committee's findings.
The committee urges all advertisers to take advantage of the digital audience measurement
services that are currently on offer. If access to these tools is limited (for whatever
reason), most digital media agencies should have access to reports generated by
these tools.
Earlier this year, ABG participated in an online media measurement survey conducted by the World Federation of Advertisers. Thirty national associations took part in the survey which assesses how online research has progressed around the world. The survey report can be downloaded from the Downloads section below.
Online Media Measurement Committee
Committee Chair:
David Porter, Unilever
For further information on the task force, please contact David Porter directly
at david.porter@unilever.com
Downloads