- Initiative in conjunction with Dubai Media City tracks over 600 million page impressions being tracked and growing weekly; further 30+ websites in the MENA region trialling the solution
The Nielsen Company in conjunction with Dubai Media City today revealed some of the largest companies in the Middle East and North African (MENA) region that have signed up to its Market Intelligence service.
The Maktoob group, Samardy (a Vodafone company), the ITP group, Propertyfinder and Orange are now using Market Intelligence – a service based on a precise site-centric measurement technology that provides competitive benchmarking and market-level information on Web sites for the publishing and advertising industries across the world.
Ahmed Nassef, Vice President Maktoob Group, said, “Using measurement technology from a globally recognised and trusted research provider like Nielsen gives advertisers greater confidence in the accuracy of our numbers and, consequently, drives greater levels of ad spend across our properties.”
Diego Semprún, Senior Director Commercial Development EMEA, Online, for the Nielsen Company added, “The MENA region is benefitting from a tried, trusted and transparent technology that has helped develop the online advertising market around the world for both small domestic players and large international brands.”
Semprun continued, “We are essentially aiming to create a unified advertising market, covering two continents and 13 countries, which will make the Arabic Internet an extremely attractive option for advertisers when it comes to spending their budgets. This is a big first for the region and the caliber of companies already signed up is testament to the huge potential that lies ahead.”
Nielsen provides market-leading online audience measurement solutions worldwide. Nielsen data is the official industry online currency in Australia, China, France, Italy, New Zealand, South Africa, Spain and Switzerland as well as being the local currency of choice in Brazil, Japan and Taiwan. Market Intelligence also has strong industry-wide take up in Bulgaria, Greece and Sweden.
To help establish a currency in the Arabic market, and drive its online advertising industry, Nielsen will utilise its global partnership with the BPA who use Nielsen’s technology to audit business publishers worldwide to improve the transparency and credibility of the online medium to advertisers.
“BPA chose to work with Nielsen, because like BPA, Nielsen is a globally recognized brand in the media industry. It has cutting edge, patented web measurement and reporting systems in place, and an installed base of media buyer users,” said Glenn Hansen, CEO & President BPA Worldwide.
He adds, “The
“BPA powered by Nielsen Online” solution offers website traffic metrics providing an industry standard that gives advertisers and media buyers an apples-to-apples comparison when making their marketing decisions. There are a number of web measurement tools available to media owners but this new solution will create a level playing field with a single set of standards - provided on a constant basis and performed by one analytics tool - that advertisers and agencies can trust as accurate. A single, standard web measuring system across BPA membership eliminates any guesswork on why data is different amongst competitive sites.”
Mohammed Abdullah, Executive Director, Dubai Media City, said: “Our unique media-cluster environment at Dubai Media City is instrumental in supporting all kinds of media work at the regional level, through the creation of new standards and the application of global best practices, as well as the use of state-of- the-art techniques and mechanisms. As a regional destination that hosts global media organisations, Dubai Media City is confident that our business partner Nielsen’s Market Intelligence Solution in the MENA region will effectively guide the publishing and advertising industries across the region to better understand prevailing market conditions and develop appropriate solutions.”
The Nielsen Company is planning to enlarge its portfolio in the MENA region over the next two years with more global standards for the measurement of online media including AdRelevance, BuzzMetrics, Video Analytics, Campaign Analysis and NetEffect.
Piyush Mathur, Regional Managing Director MENAP, The Nielsen Company, adds, “We aim to bring relevant media and Internet services that exist in the Nielsen world to the MENA region, in order to demystify different forms of media consumption and their interplay. These services will help in making consumer targeting more precise, a key objective of marketers during this slowdown”.
