Effective Measure partners with Mindshare Singapore to offer GRP solutions

Under the alliance, Mindshare Singapore’s digital campaigns will be measured by Effective Measure’s solutions, providing more consistency to its digital metrics.

Gregory Fortune, head of digital at Mindshare Singapore, said the agency is constantly searching for the highest performing, data-driven, marketing intelligence solutions, due to the complex demands of digital advertising.

Mindshare Singapore will implement the campaign measurement ‘Enable’ feature, which will provide enhanced insights and data that surpass the generic metrics of clicks and impressions.

“The Effective Measure platform will empower our team and our clients with informed, cross-platform metrics that puts data into the hands of marketers to execute targeted reach and the most effective ad spend,” Fortune added.

Core to the Effective Measure solution is the digital GRP metric, which assists in demonstrating the power of digital as a branding channel to advertisers, and is similar to that used by traditional media platforms such as television.

“As an online measurement industry, we need to move towards creating metrics which are ultimately comparable with other forms of media, such as a GRP,” said James Robertson, Effective Measure founder and senior vice-president  of market development.

He said that providing an advertiser with a GRP or similar for their digital advertising is not only more familiar to them, but also provides a much richer demonstration in terms of the campaign’s ability to reach the target market.

“One of the biggest challenges in online measurement today, particularly in the emerging markets, is being siloed into old-school measurement practices such as clicks, impressions, visitors and engagement,” said Dinesh Arasaratnam, Effective Measure regional MD for Southeast Asia.

Mindshare Singapore will be leading the local market with this deployment as the first network to roll out Effective Measure’s digital GRP based solution on a significant scale in Singapore.

“This alliance with Mindshare is a validation of the investment that we have put into developing the highest grade solutions for dynamic, emerging markets such as Singapore,” Arasaratnam added.