Effective Measure sets sights on Hong Kong

Effective Measure, a digital audience profiling and measurement provider, has expanded its international footprint to Hong Kong, following its entry to India in August.

Supported by foundation client Mindshare Hong Kong, the expansion is largely due to the high levels of mobile usage and fixed internet penetration with strong growth forecast in the digital services and online advertising arena.

The relationship with Mindshare Hong Kong extends the alliance forged with Mindshare Singapore in January to provide digital campaign Gross Rating Point (GRP) measurement and advertising effectiveness solutions.

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.

“Mindshare’s experience with the Effective Measure solution for digital campaign measurement has impressed our Asian network and we look forward to extending this best of breed selection into our Hong Kong client base,” said Paul Gibbins, managing director of Mindshare Hong Kong.

“The Effective Measure Enable platform puts data into the hands of marketers to execute targeted reach and the most effective ad spend,” he added.

James Robertson, founder and senior vice president of market development at Effective Measure, said Hong Kong is a hotbed of digital innovation and Effective Measure will invest heavily to contribute to the growth of the local digital media sector.

"Agencies and brands are demanding technology partners that are armed with international expertise and the ability to deliver local insights," he said.

"Effective Measure is perfectly placed to offer world class audience measurement solutions across digital media platforms."

Including Hong Kong, Effective Measure now covers seven markets in Asia including Singapore, Indonesia, Thailand, Malaysia, Vietnam and the Philippines.