Internet industry comes together for 'Effective Measure' trial results on 28th May

Over 80 websites are participating in the trial and the forum will focus on the results and analysis techniques from 3 perspectives: website publishers, Internet media buyers and Internet advertisers.

This will help them to harness the full potential Effective Measure offers and to help build confidence in the Internet advertising industry with unprecedented insight and accuracy.

Dan Healy, CEO of Real Opinions, added:

"We really do mean it when we say this is unprecedented accuracy and insight for the global industry with this breakthrough solution being showcased in the Middle East. We are profiling website visitors by not only their demographics, but a more in depth segmentation of who they are in terms of lifestyle, personality, purchase influence, whether they're an early adopter or a leader capable of influencing the opinions of others. This information is collected non-stop throughout the year 24/7 on each participating website as we know visitor traffic can shift in a matter of minutes with viral communication on breaking news or offers. This impact is what makes the Internet so unique and influential, so we believe anything else like a quarterly or annual measurement approach just doesn't work in this medium."

Healy added, "Effective Measure's single most important feature is 'Digital Helix'. This solves the issue of over calculation of unique website visitors (often called unique browsers for those in the industry) caused by visitors deleting their 'cookies' which are stored on a user's computer by a website to identify them when they return. Don't let others pretend that this isn't an issue, because the global industry has been looking at this on the sidelines for many years as it escalates. Our recent survey with business people in the Middle East showed that over 60% delete these 'cookies' on at least a monthly basis and in turn this means some websites could be overestimating their unique figures by over 60% for this target group. It also allows you to see the overlap of visitors across a number of websites so advertising isn't targeted at the same visitors. 'Digital Helix' is a patent pending solution and is unique to Effective Measure."

The forum on 28th of May will take place at 'The Westin Dubai Mina Seyahi Beach Resort & Marina' opposite Dubai Internet City at 2:30pm in the Abu Dhabi Room. All those involved in the Internet and advertising industry are invited to attend.

Guest speakers include perspectives from website/publishers, advertisers and media buyers in the region which we will be announcing closer to the event.

Louis Hakim, Vice President of Royal Philip Electronic, CEO of Philips Middle East and Chairman of Advertisers Business Group (ABG), added, "Credible performance measurement of media is of paramount importance. Effective Measure's methodology goes beyond numbers and provides insight and data deeper than what we've seen before in this region for online media. We welcome this initiative as we can see great benefit in demonstrating media ROI and validating digital activation."

The ABG is dedicated to bringing international standards and best practices to the local market and aims to foster a fair and accountable marketplace in the Middle East. Their members include a who's who of leading global advertisers such as Emirates, Nestle, Unilever, Beiersdorf, Kraft and General Motors.

Steve Wheeler, SVP of Emirates Group Corporate Communications who was the keynote speaker at our forum in February this year, commented, "Emirates Group welcomes the initiative by Real Opinions 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."