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Young, tertiary educated men in senior roles online in the Middle East


30th June 2009, Dubai, UAE

Over 555 million page impressions have been measured in the Middle East during June alone by Effective Measure, the region's leading digital media planning and measurement solution.

Scott Julian, CEO of Effective Measure, said this represents approximately nine million unique internet browsers and 32 million user sessions.

'The sheer scale of measurement that Effective Measure are now undertaking in the Middle East makes it the most comprehensive and accurate tool for assessing internet users in the region,'said Mr Julian.

Effective Measure uses this information in conjunction with opt-in survey data to understand the demographics, behaviour, lifestyle, purchasing habits, motivations and influence of browsers.

This allows a precise understanding of how user patterns and the profile of these users changes throughout the seasons, particularly during summer holidays and Ramadan.

It also ensures the results are representative and statistically reliable with over 30,000 participating in the survey to date, with growth expected to remain at over 10,000 each month.

Dan Healy, CEO of Real Opinions, Effective Measure's Middle East agent and developer of the survey, said they had trained more than fifty internet media buyers in using the newly available data.

'We work with the buyers to help them to ensure their Internet advertising is efficiently used to focus on what websites their target audience are visiting, when they are there and how they behave when they arrive,' said Mr Healy.

'Effective Measure has been positioned to allow all websites to participate and is allows all media buyers to assess the uniqueness of visitors, no matter how big or small they are. Advertisers want to focus on who is visiting websites and to gain an accurate understanding of the number of people they are reaching - this has not being entirely possible before,' he added.

The surveys used by Effective Measure, also improve the experience for visitors by helping the site to improve by understanding their users' experience.

This is measured in terms of their likelihood to return based very much on their ability to achieve their objective for visiting the site. Analysing this data over time allows websites to see the impact their website modifications are having from an end user perspective and how to improve.

Results collected so far show that the average length of time on websites ranges from 20 seconds to two minutes. This has a dramatic impact for those advertising on websites seeking to maximise the length of time their advertisement is exposed to visitors.

'At the end of the day, media buyers are being held accountable with what they've been able to achieve with their expenditure and Effective Measure increases the transparency and impact advertising is having,' said Mr Healy.

According to Mr Healy, Effective Measure's single most important feature is Digital Helix which solves the issue of over calculation of unique website visitors caused by visitors deleting cookies.

'Don't let others pretend that this isn't an issue. The global industry has been looking at this for many years as over-calculation of visitors has increased and it can be particularly acute for website with frequently returning visitors. We are in the process of discussing this with international industry organisations such as the Association of Online Publishers (AOP), International Conference on Online Measurement (I-COM) and the Audit Bureau of Circulations (ABCe),' said Mr Healy.

ABCe recently awarded Effective Measure One Star Accreditation, giving it international recognition as an Associate Subscriber.

Source: AME Info 30th June 2009

To register your website for the trial, visit:

About Effective Measure
Effective Measure provides cutting edge digital audience measurement, website rankings, Internet demographics and market intelligence for website publishers, agencies and digital marketers.

Effective Measure’s patent-pending Digital Helix methodology overcomes problems with cookie deletion and unique visitor audience calculation. The solution increases visitation, client visibility and advertising revenue by providing independent third-party analytics to publishers and advertisers around the world.

Effective Measure is an associate subscriber of ABC Electronic.

For more information visit

About Real Opinions
Real Opinions is bringing the 'Effective Measure' solution to the Middle East and beyond. Real Opinions is a full-service market research company, specialising in online media, with global and Middle East research expertise and best practice. Based in Dubai and London, Real Opinions has proven ability to help strategically guide communication, insight and assess the effectiveness of campaigns.

Real Opinions is an accredited member of ESOMAR, an international organisation for market research. For more information about us and this study, please visit

Contact Real Opinions for more information:

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