South African data collection specialists Effective Measure (EM) revealed it will extend audience measurement in Zimbabwe, Nigeria and Kenya later this year while speaking at yesterday’s (January 30) Cape Town Digital Measuring and Marketing Association (DMMA) Roadshow.
EM, which partnered with DMMA for the Roadshow, specialises in Internet data collection in assisting the media industry and its partners to improve consumer communication.
Their launch of a DMMA in Zimbabwe is scheduled to take place early in February, while negotiations for establishment in Nigeria and Kenya are also in the pipeline for this year.
“They are looking into industry standard measurement products to use there, of which the DMMA South Africa have suggested Effective Measure. Nothing is contracted or agreed yet,” Alan Morrissey, Managing Director at EM South Africa, told HumanIPO.
He said the challenge is to find people who can speak both English and the local language.
The decision to move in other African countries is motivated by publishers, also EM members, who are already stationed the specified countries.
EM is already established in Egypt and Sudan. In South Africa EM has a board of 6,500 panellists which they are looking to increase to 10,000 in 2013.
An app development is also underway for global roll out, to use through Apple. The late launch in South Africa is owed to the lack of demand on industry level in the country, according to Morrissey.
New features EM will be offering in the coming months include demographic and asset segmentation tabs.
The company also plans to present more workshops and training, support to members, provide AV measurements, upgrade the EM dashboard as well as the mobile audience measurement.