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Standardized Internet Measurement in Malaysia
October 18, 2010 at 12:38 PM
The Malaysian Digital Association (MDA), a representative body comprising Online Publishers, Advertising Agencies, Creative Agencies and Digital Service Providers, today announced that after an extensive vendor review of global audience measurement providers, Effective Measure (www.effectivemeasure.com) has been selected as the Official Internet Audience Measurement currency for Malaysia.
Effective Measure will provide Malaysian industry stakeholders with the first truly hybrid Internet measurement system, combining website page tagging methodology, with a digital panel based system, offering a unified view of the Internet landscape in Malaysia.
The President of the Malaysian Digital Association, Terence Dorairaj commented: “The appointment of Effective Measure will provide a completely unbiased and accurate picture of Internet usage in Malaysia, providing advertisers, agencies and publishers with absolute confidence in this exciting medium. This standardisation will also bring much needed credibility and will be a catalyst for growth of the digital ADEX.”
Russell Conrad, Regional Director South East Asia for Effective Measure, said: “We are delighted the Malaysian Digital Association has entrusted Effective Measure to play a key role in the growth of the Internet advertising revenue in Malaysia. For the first time, advertisers and agencies will be able to confidently plan campaigns using industry-agreed audience data which is comparable with traditional media, such as TV and Print.”
After a thorough review process, including 2 other global audience measurement providers, Effective Measure was selected largely in part to its willingness to work with the Malaysian Digital Association on a number of key local requirements. Serm Teck Choon, the MDA’s Head of Measurement and Audit said, “The selection of Effective Measure as our partner in this key industry initiative was based on their innovative product, feature set and willingness to customise their solution to our requirements and their professional approach at every step of the vendor review process.”
Advertising Agencies in Malaysia represented in the MDA have also agreed to make the Effective Measure Dashboard report the de-facto standard for online measurement. For the first time in Malaysian, online measurement will be on a level playing field, similar to measurement reports for Television, Radio and Print. Advertisers and Media Buying Agencies will be able to refer to a standardised and credible report enabling them to make digital media buying decisions.
A basic monthly Dashboard report measuring all key online statistics is exclusively free to all Malaysian Online Publishers who are members of the MDA. Advertising Agencies and Advertisers will also have access to the Effective Measures system giving them a detailed overview of websites in Malaysia that have been tagged.
Cross Association Collaboration
The selection of a standardized solution was done in collaboration with the Audit Bureau of Circulations Malaysia (ABC), Media Specialist Association (MSA) and the Malaysian Advertisers Association (MAA) and the Association of Accredited Advertising Agents of Malaysia (AAAA).
Ms. Margaret Lim, President of the Audit Bureau of Circulations (ABC) and Mr. Ranganathan Somanathan, President of Media Specialists Association (MSA) said, "Creating digital measurement standards for the industry is a great achievement. This initiative will give impetus to digital investments even as it makes it more accountable. Kudos to MDA for spearheading the process and consulting the key industry stake holders along the way."
Mr. Khoo Kar Khoon, President of Malaysian Advertisers Association (MAA) added “A consensus was reached after a thorough discussion and exploration with MDA, MSA and ABC on creating digital measurement standards for the industry. MAA is glad that we could arrive at a “Unified” Official Internet Audience Measurement Currency in Malaysia, thus paving a level-paving field for the Digital Industry. As Digital business is fast evolving, MAA will continue to provide full support to ensure a healthy growth of the Industry and helping our MAA members in getting the best returns for their investments.”
Tony Savarimuthu, Vice President of the Association of Accredited Advertising Agents of Malaysia (AAAA) said, “ This measurement index is timely and will also spur the growth of digital content providers. Advertisers will look closer for true worth and media accountability, and this index will act as a barometer to help them make better decisions. Malaysia will have close to 25 million Internet users by 2015,covering more than 75% of the population. Mobile Internet penetration could be as high as 50% by then. With the government’s ambition to make high-speed broadband accessible to all taking shape, this measurement index will be crucial for marketers.
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Category: South East Asia
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Emirates Group welcomes the initiative to introduce the Effective Measure website visitor profiling tool in the Middle East. Any technology that provides more accurate estimates of visitor traffic and advances digital media in Emirates' home market should be embraced by media owners and agencies alike.
Steve Wheeler, SVP of Emirates Group Corporate Communications
After years of little or no reliable research in the region Effective Measure is delivering a solution into the fastest developing medium that gives planners and clients a real opportunity to fine tune their digital plans and drive transparency in the region
Mark Butterfield - Media Director, Middle East, North Africa, Turkey & Unica Unilever
By allowing for more accurate data on specific audience reach, we reduce wastage, are able to justify online channel selection far more rigorously, and, in the longer term, it will help the market grow by allowing the best performing sites to establish a premium on their own audience. Effective Measure definitely seems to do what it says on the tin and we look forward seeing it roll out here.
Nick License – Thailand MD Neo@Ogilvy
We are now able to understand the websites with which we want to advertise on in greater detail, both in terms of numbers and insights of users visiting those websites. The fact that these details are being provided by Effective Measure, certainly gives us more confidence in the digital landscape moving forward and the growing opportunities that it presents.
Fadi Ghosn, Marketing Director, General Motors
Effective Measure's entry into the marketplace shall help create an environment whereby monitoring, accountability and hence measurement of ROI shall become the norm and probably the first of its kind in the region across media
Chareeka Jolly, Marketing Communications MEA-DM & GCC, Kraft
We know audience measurement is very important. It's a key for digital media growth. Some of our advertiser clients are even asking for this, but so far the large global players have not come into the market, which makes it harder for us to justify a larger percentage of budgets. We would support Effective Measure.
Siwat Chawareewong. MD Mindshare Interaction
With the increased demand for digital advertising in the region, measurement tools have become a necessity to plan intelligent campaigns. We are happy to use Effective Measures to assist our clients plan smartly and to strengthen the transparency levels we have with all our advertisers.
Ahmad Bashour - Sales Director, Business & Technology, ITP
We see having an industry standard measurement system like Effective Measure as one of the key factors to ensure further growth of the online sector in the region.
Timothy Bataillie, EMEA Business Development Manager - Netlog
The effective Measure tool is different from the current tools on the market as they provide additional information on demographics that allow for our planners to more accurately target the specific audience that our advertisers are looking for. It would be great to have a single source standard in that would give our clients more comfort when spending money online.
Supaporn Jangcharoen – Associate Director – Zed Digital
We just got our first ad campaign from Starcom this week and the ads are running. It was a custom deal that was brewing for more than a year, but they finally went ahead now. I can only assume it is due to Effective Measure
Mashfique Chowdhury, Editor - DriveArabia.com
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