Effective Measure appoints digital heavyweight Ben Sharp to lead Australia and New Zealand operations

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Expands Australian presence with key appointments of senior media executives

SYDNEY, 9 October 2012 – Effective Measure has secured digital industry trail blazer Ben Sharp to head up the Australia and New Zealand operations of the rapidly expanding global leader in digital audience profiling and measurement.

Bringing over 13 years of experience across the digital media industry, a key part of Ben’s role as Managing Director Australia will be to expand Effective Measure’s presence in Australia and prepare for a New Zealand market launch. Ben joins the team this week, reporting to Effective Measure CEO Richard Webb and will be based in Sydney.

“We are delighted to have secured the talents of Ben to assist in driving the Australian Effective Measure team to the next level. Ben brings significant digital publishing expertise and a broad set of relationships in the Australian media and advertising industries. As Managing Director of Australia, Ben will apply his operational experience and strategic insight to grow the local team and expand market opportunities,” Effective Measure CEO Richard Webb said.

Ben was the co-founder of Allure Media, the digital powerhouse behind a stable of consumer technology and women’s lifestyle sites including Gizmodo and PopSugar.  Launching in 2007, Ben helped guide Allure to a business reaching over 2 million Australian’s monthly, and established a leading presence with the Australian digital media buying community.

Prior to launching Allure Media, Ben was one of the key executives at Yahoo! in the early days of its establishment in Australasia. He worked in various roles including Senior Account Manager and ultimately became Group Sales Manager, following the joint venture of Yahoo! Australia and New Zealand with Network 7 to create Yahoo!7.

“The biggest hurdles being faced by digital publishers right now is the increasing fragmentation of the digital media space. We are seeing an exponential rise in ad technology businesses facilitating programmatic buying that is putting downward pressure on yields,” Sharp said.

“The introduction of rich data sources and audience insights tools will help media owners differentiate themselves from businesses offering mass reach through performance-based advertising, and help with developing a conversation and relationship with their clients – predominantly media agencies. I look forward to working with the industry to tackle these challenges with Effective Measure’s solutions.

“Having worked with Allure, an emerging publisher, for the past five years, I’ve experienced a number of issues with established audience measurement tools.  So I used Effective Measure and found that it provided outstanding insights and data that helped with Allure’s evolving sales processes.  This relationship and positive outcome helped cement the passion I’ve got for Effective Measure’s products,” Sharp continued.

The new senior executive appointment comes at a time of rapid global and local expansion for the Australian founded company. As part of the expansion, Effective Measure’s Regional Managing Director – Oceania, Michael Robertson has been promoted to the global role of Group Director – Media based in Melbourne.

“Effective Measure has been driving innovation in emerging markets around the globe and we are in a perfect position to now bring that vision and insight into the local market driven by an impressive, world class team of executive media talent,” Webb added.

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