PrecisionMatch Effective Measure

SVG Media’s digital marketing data provider PrecisionMatch has partnered with media planning and audience profiling solution provider Effective Measure to introduce improved online display effectiveness measurement metrics and offer campaign metrics tools to advertisers.

As part of the partnership, PrecisionMatch will be collaborating with Effective Measure to offer effectiveness metrics such as campaign measurement, brand health study and ad effectiveness measure to brand advertisers. The deal period or the terms of the partnership were not disclosed.

The company said these measurement metrics will allow advertisers to measure the effectiveness of their campaigns in terms of Digital Gross Rating Points, percentage ad reach to the right target audience, audience familiarity with the brand and competitive health of their brand.

Effective Measure will also be providing PrecisionMatch’s India operations with its Campaign Impact and Campaign Measurement solutions including the Brand Uplift Study which claims to offer the ability to measure the success of a campaign based on parameters like ad recall, brand familiarity, brand recommendation, favorable consideration and competitive brand health.

Campaign Impact solution helps advertisers gauge the impact of a campaign by providing the ability to survey Internet users who were exposed to a display campaign and compare them against users who weren’t. On the other hand, Campaign Measurement solution claims to allow agencies optimize and improve their media buying based on analysis of demographic and campaign exposure data of a ongoing campaign.

Launched in October 2012, PrecisionMatch provides digital marketing data for India, South East Asia and the Middle East. It claims to offer data for more than 72 million unique users across more than 65 audience segments and sub segments like automobile, mobile handsets, technology, travel, women, health, retail, entertainment, and sports among others.

In October 2013, it also expanded its digital audience solutions for clients to offer video, mobile, dynamic creative optimization (DCO), content integration and reach solutions through premium publisher partners, brand lift and campaign impact studies. Its clientele include Samsung, General Motors, Tata Motors, Snapdeal, Expedia, ICICI Bank, Visa, Titan and others.