NEWS30 May 2012

Effective Measure to launch MENA mobile research

Middle East and Africa Technology

DUBAI— Effective Measure is launching new research project to measure purchase activity and trends among mobile consumers in the Middle East and North Africa (MENA).

Beginning in early June, Effective Measure will attach online polls to 700 tagged websites across the UAE, Saudi Arabia, Kuwait, Egypt and Jordan, to source data from people visiting the sites via mobile devices.

Brendon Ogilvy (pictured), Effective Measure’s managing director for the MENA region, said: “The undeniable shift from desk-bound to hand-held devices highlights the evolution of the MENA audience, so agencies and publishers really need proven mobile audience data to stay ahead of the game.”