The Malaysian Digital Association (MDA), a representative body comprising Online Publishers, Advertising Agencies, Creative Agencies and Digital Service Providers, yesterday 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, Mr. 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 standardization will also bring much needed credibility and will be a catalyst for growth of the digital ADEX.”
Mr. 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 two 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. Mr. 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”. He added, “The MDA will be working in collaboration with the Audit Bureau of Circulations Malaysia (ABC) ensuring that Effective Measure not only conforms to industry agreed standards of measurements, but is also able to provide raw data inline with ABCe audit guidelines”.
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 Malaysia, 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 standardized 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 Measure system giving them a detailed overview of websites in Malaysia that have been tagged.