November 06, 2010 at 11:07 AM

Effective Measure, a world leading online audience measurement services company, today announced Effective Measure Openview for the Middle East & North Africa (MENA), a new online audience intelligence tool for marketers, digital professionals and other Internet users.
EM Openview provides brands with real-time website demographics and insights into the online behaviour of millions of consumers across the region. Recent research from Effective Measure has shown that more than 80% of the region's 60-70 million Internet users browse the web daily and 32% of users across the region actively shop online.

"Effective Measure Openview is a first for the Middle East, because it provides marketers with a holistic view of millions of consumers online," said Brendon Ogilvy, Effective Measure's Vice President Digital Insights. "We believe that EM Openview provides advertisers, marketers and media agencies in the MENA region with a key component for developing successful web ventures and campaigns based on deeper insight of consumer's needs and behaviours. What makes EM OpenView different from other traffic estimation tools is the accuracy of the estimation, since it is backed up with data from over 500 websites measured via Effective Measures' tag code solution."

EM Openview draws its data from an opted-in panel of more than 60 thousand MENA Internet users who have installed an Effective Measure plug-in into their web browser. The panel is expected to increase to 100,000 opted-in users by 2011. The plug-in device gathers data on which sites users visit on a daily basis and maps this data to Internet users' demographics, such as age, gender or country of residence.

EM Openview's estimations are backed up by direct comparisons to over 500 websites directly measured through Effective Measures tag code solution, allowing Effective Measure to cross check panel estimations of website traffic and demographics. The panel of Internet users contributing data to EM Openview is also weighted to ensure it accurately represents the Internet population of each country in the MENA region.

EM Openview is the first holistic solution of its kind for the Middle East and North Africa and an important ingredient to the continuing exponential growth of the digital media industry in the region. Effective Measure Openview is launching Egypt, Saudi Arabia and United Arab Emirates Openview panels in 2010. The remaining MENA markets will be rolled out across the first quarter of 2011.