Leading custom media and trade publishing group, Haymarket Media has joined forces with Effective Measure to add a new dimension of measurement and audience insight to their digital assets across the Asia Pacific region.
Effective Measure is the rapidly expanding global provider of specialist digital audience profiling and measurement, founded in Australia and deployed in 31 countries around the world.
Under the new alliance Haymarket Media Asia and Haymarket Media Australia will shed its incumbent measurement providers and rollout the Effective Measure solution across its entire regional media group.
“Measurement is now the pulse of the online business, it needs to have the latest technology from real-time reporting to the management dashboards that support the editorial and advertising teams. It is time that the mould is broken. For too long we’ve had only one solution that is so clearly skewed towards the huge generalist networks at the expense of smaller, more targeted specialist web sites like ours,” said Haymarket Media Australia Managing Director, Jeremy Vaughan.
Haymarket Media will implement Effective Measure’s Audience platform, which allows digital publishers to engage in a deeper understanding of their online readership profiles, audience spending habits and unearth granular detail on what sections and articles readers are engaging with and why.
“The highly competitive pace of digital publishing and shifting audience dynamics, particularly for the specialist industry sector necessitates the most comprehensive digital audience analytic solutions available. Effective Measure’s globally proven solutions allow digital publishers to leverage previously un-mined data from their audiences and convert that trackable readership into highly coveted new monetisation solutions,” said Effective Measure, Managing Director, Australia & New Zealand, Ben Sharp.
The solution will be deployed across Haymarket Media Asia’s publishing operations, which include the online titles, Campaign Asia, Campaign Asia Jobs, Campaign China (English & Chinese), Campaign Singapore and CEI Asia. While in Australia, Haymarket’s highly targeted online destinations include CRN, FourFourTwo Australia, iTNews.com, PC & Tech Authority, ProPrint and SC Magazine Australia. Additionally the group produces high-end digital properties and interactive brand executions.
“The move to Effective Measure provides our business with the measurement solutions that can support our brands and keep us ahead of the game. I’m excited by the way that Effective Measure is working with us to design and implement solutions that fit our business needs such as the real-time demographic profiling which allows us to present compelling and relevant opportunities to our commercial partners, focusing on the value of our audiences not just their size,” Vaughan added.
When publishers are ‘tagged’ and plugged into the Effective Measure platform, they are given 24/7 access to comprehensive audience data on their own dedicated dashboards, which will empower their negotiations and visibility with media agencies, advertisers and research organisations.
The Haymarket alliance represents the first Australian publishing deal to follow from Effective Measure’s strategic partnership with industry association Publishers Australia. Under the relationship announced in November, Publishers Australia members can get their digital assets tagged at no charge and gain access to the Effective Measure platform and its rich data insights. Publishers will have 24/7 access to this data on their own dedicated dashboards, which will empower their negotiations and visibility with media agencies, advertisers and research organisations.
“Specialist magazines that ‘live and breathe’ their particular sector have a unique and important place in advising brands on how to position themselves most effectively in cross platform opportunities. Using qualified data from Effective Measure, publishers can advise what is best for the brand, whichever publication or platform that may be,” said Effective Measure Founder and Senior Vice President Global Accounts & Market Development, James Robertson.