Karachi: The Pakistan Advertisers Society (PAS) has officially awarded Effective Measure, the rapidly expanding leader in digital audience profiling and measurement in emerging markets, as the industry endorsed service for digital audience measurement in Pakistan.
The breakthrough recognition of the Effective Measure platform will give Pakistan’s advertising, publishing and digital media sectors a new level playing field to accurately assess, measure and develop their valuable digital assets.
PAS is the representative industry body of Pakistan’s advertising industry and its collective membership looks after the interests of 80 percent of the advertising spend of Pakistan.
“Realizing the need of advertisers with expanding budgets in the online space, it is critical to have third party independent tools for digital platforms that can establish trust and accuracy in numbers. We have endorsed Effective Measure for their depth in service, technological expertise, global footprint and their guiding principles that will allow them to provide reliable and credible data to the industry” said PAS Executive Director Qamar Abbas.
“The highest potential for media growth in the MEA region is on the digital platform, given the favourable youth skewed demographics and the strong uptake of smartphones and tablets. Pakistan plays an important role in this swing to digital platforms and advertising spend. We are excited about bringing greater digital transparency and insight into markets in the MEA territories, which we believe will accelerate growth in digital spend and awareness amongst advertisers across the region,” said Effective Measure Regional Managing Director MEA, Brendon Ogilvy.
The Effective Measure solution benefits advertisers and media owners by offering superior access to audience reach and demographic data.
“The alliance gives the dynamic Pakistan media industry, choice and diversity in selecting the best of breed solutions for managing their digital media assets, advertising spend and placement. Additionally it opens the door to a whole new layer of rich data analytics and exploration of audience behaviour across multiple digital platforms,” said Effective Measure Country Manager – Pakistan, Imtiaz N. Mohammad.
PAS members will be instructed on how to take advantage of the new measurement resources that Effective Measure provides and details will follow on how digital publishers can sign‐up with Effective Measure and get their sites tagged free of charge.
“We are very proud to be endorsed by the emerging Pakistan digital community and we look forward to helping shape its growth, accelerate its progress in metric depth and assist in providing valuable new revenue streams and monetisation opportunities with their diverse audiences,” said Effective Measure CEO Richard Webb.