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Consulting & Research
Wassim Mneimneh: Publishers adoption of third party measurement systems is still the biggest challenge
Tue, 2012-01-03 10:07 - By
Digital Media, Interview & Opinion, Media Business, Research, Advertising, Consulting & Research, Media, Buzz Metrics, Buzz Metrics Exchange, Facebook, mediaME, mediaME Forum, Nielsen Online, SiteCensus, Wassim Mneimneh
mediaME spoke to Wassim Mneimneh at the mediaME Forum. He is the Senior Online Manager at Nielsen Online. Wassim shares with us his views regarding the importance of third party measurement systems, currently available monitoring technologies, the utilization of these analytical tools in the Middle East and more.
Q. Could you briefly tell us about Nielsen's online business?
Nielsen Online is a global leader in online solutions. It provides analytical and measurement tools that enable clients to monitor changing market trends and emerging technologies.
Q: In your opinion, what is the importance of measurement and monitoring the digital media industry at this stage of its growth?
Publishers need a third party measurement system to know more about their audiences and their traffic, instead of relying solely on their own data. As for agencies, it is imperative that they use these measurement systems as planning tools, in order to know how to target their online audiences.
Q: What are the currently available Nielsen technologies and tools used to measure online audiences and monitor campaigns?
Basically, we use 'Market Intelligence' as our online measurement tool. With this tool, we can provide all the metrics needed for online measurement such as reach, traffic, unique browsers, and page impressions; along with demographics that we capture through surveys. The current listing on Market Intelligence consists of the biggest publishers in the region & is being populated constantly with new publishers. We also have a several other specialized tools, one of which is called 'Site Census for online ads”, which we can use to measure and provide demographics of people who have viewed certain online banner campaigns.
Q: What’s your view regarding the utilization of these tools in the Middle East and what are the biggest challenges you face in the region?
Publishers are a bit hesitant to use third party measurement systems. They have always been a bit hesitant. We have always struggled to convince publishers to use such tools, because some of them don't like to have another organization auditing their traffic. Recently, though, they have started to familiarize themselves with the concept. Meanwhile, agencies have welcomed such tools as they need these tools to plan campaigns. Another challenge we face is educating the market regarding the features and importance of measurement systems.
Q: Tell us about some of the specialized products offered by Nielsen for the digital media market.
Nielsen offers a number of tools in the digital media field. We have a social media monitoring platform called 'Buzz Metrics' which was launched last year. Buzzmetrics is the golden child of NMincite (a joint venture between Nielsen & McKinsey). BuzzMetrics deliver trusted brand metrics, meaningful consumer insights and real-time market intelligence to help clients apply the power of consumer-generated media (CGM) to their businesses. This year, we also launched 'Buzz Metrics Exchange' which is an engagement platform for social media, which allows users to engage directly with their audience whether its via Facebook, twitter, blogs, forums or any other social media platform. We also have a tool called 'Video Analytics'. Basically, the name says it all. It is an analytical tool for video platforms which measures and delivers video and streaming metrics.
Q: What's next for Nielsen Online in the Middle East?
In the coming year, we will continue to focus on development in the MENA region. The region is growing tremendously in terms of online advertising and usage. There is much more to come from Nielsen Online.
The mediaME Forum:2011 concludes following two successful and information-packed days
Mon, 2011-11-28 18:00 - By
Advertising Business, Advertising News, Announcement, Digital Media, Events, Media Business, PR Business, Advertising, Consulting & Research, Media, Alexander McNabb, Amer Attyeh, Bidaya, Boost, Dubai School of Government, Elias Dabbas, Gemius, Ikbis, ikoo, Iposo, Istikana, Jeeran, Lauris Lietavietis, mediaME.com, mediameforum, Spot On PR, The Online Supermarket, TOP, Tribal Fusion, Umniah
The second and final day of the mediamME Forum:2011 kicked off today with an exclusive announcement of the latest findings of the Arab Social Media Report presented by Racha Mourtada from the Dubai School of Government. The report, which is set to be released in the coming week, will be available for download on mediaME.com.
The second day continued with sessions and panels on Internet audience growth and trends, digital reputation management and new age PR, Arabic search engine marketing, role of ad networks, and video advertising in the Middle East.
This year’s mediaME Forum:2011, sponsored by Umniah (Platinum sponsor), Ipsos, iKoo, Jeeran.com (Gold sponsors), Ikbis, Tribal Fusion, Boost Communications, The Online Project, Istikana and Bidaya Corporate Communications (Silver sponsors), gathered over 300 delegates from across the region, and was able to attract over 700 online viewers who have also been able to engage with the speakers and audience through live streaming and social platforms. (You can watch all recorded presentations here)
The second day of the forum has successfully concluded today with two simultaneous training workshops that highlighted important topics in digital media. The two workshops were Social Media for Brands, PR & Best Practices, which was conducted by SpotOn PR’s Alexander McNabb, and Online Media Buying: Understanding SEM & Display Advertising, presented by Elias Dabbas from The Media Supermarket, Lauris Lietavietis from Gemius SA and Amer Attyeh from Tribal Fusion.
All presentations, video interviews and photos will soon be available for download at mediamMEforum.com. Stay tuned!
Related news: mediaME Forum:2011 kicks off in Amman
mediaME Forum:2011 kicks off in Amman
Sun, 2011-11-27 18:10 - By
Announcement, Events, Advertising, Consulting & Research, Education, Electronics & Technology, Games & Toys, Media, Telecom, Amman, Digital Media, IPSOS, Joud Nawar, Levant, mediaME Forum 2011, mediameforum, MediaScope, Twitter, Zeid Nasser
The first day of the Levant digital media event, the mediaME Forum:2011 that is being held in Amman, has successfully ended following very exciting and engaging panels and sessions presented by key industry figures from across the region. The first day, which has gathered over 300 delegates, opened with welcoming words from Zeid Nasser, the founder of mediaME.com and CEO of MediaScope, followed by a Keynote speech from Joud Nawar, the media research manager at Ipsos.
The day was packed with great topics on digital branding and creativity in Arabia, power of local content in online communities, online video advertising, mobile branding, affiliate networks, social media measurement and marketing strategies, and opportunities for Arab brands in gaming.
The two-day forum will conclude on Monday with two simultaneous workshops, offered to all mediaME Forum attendees, and aimed to provide important insights on best practices and techniques.
If you haven't been able to attend the mediaME Forum:2011, you may watch the live streaming here, and you may also want to send your feedback, comments or questions via Twitter, use #mediameforum.
GemiusRanking provides live online traffic insights for MENA
Thu, 2011-11-24 11:42 - By
Analysis, Announcement, Digital Media, Media Business, Research, Consulting & Research, Media, apple, chrome, Gemius, Gemius Ranking, Google, iPad, iPhone, MSIE, Samsung, Windows
GemiusRanking has launched a new tracking tool that measures pageviews for operating systems, web browsers and mobile devices in the MENA region. The tracking of the various operating systems reveal Windows XP and Windows 7 maintaining the lead among other operating systems.
Tracking of web browser use reveal a gradual decrease in MSIE 8.x use, and an increase in MSIE 9.x use over the past two quarters. Tracking also reveal a steady increase pageviews from Chrome 15.x.
As for usage of mobile devices in the MENA region, figures show the least amount of variation over the past three quarters. The Apple iPad maintained its lead, and has progressively increased in terms of mobile use, while the iPhone maintained its position.
The Content Factory launches proprietary integrated marketing platform
Sun, 2011-10-23 12:27 - By
Announcement, Media Business, Consulting & Research, Media, IIR Middle East, Layth Dajani, Luup, Najibi General Trading, The Content Factory, Total|Marcoms
The Content Factory, a leading integrated marketing firm based in Dubai, today launched its proprietary integrated marketing platform, Total|Marcoms, a holistic marketing consulting and execution service targeting a broad range of business sectors.
Total|Marcoms integrate
New top level domains - Golden opportunity for Middle East entrepreneurs
Thu, 2011-09-22 09:18 - By
International Conference on Branding for Banking & Finance in South Africa
Thu, 2011-06-16 04:15 - By
Brand Lounge to offer leading-indicator brand metrics in the Middle East
Mon, 2010-02-15 20:58 - By
Research, Consulting & Research, Brand Keys, Brand Lounge, Brand Loyalty, Brand Research, branding, Engagement, Hasan Fadlallah
In a move to strengthen its strategic offerings to existing and prospective clients, Brand Lounge – Branding & Marketing Strategists firm announced today a strategic partnership with Brand Keys inc. the global leader in predictive brand equity, loyalty and brand engagement metrics.
ARA Research & Consultancy appoints Donatella Donatelli as Communication & Client Relationship Director
Sun, 2010-01-31 07:49 - By
Announcement, Consulting & Research, ARA Research & Consultancy, BPG Public Relations, Donatella Donatelli, Edelman, Tarek Ammar
Donatella Donatelli, Communication and Client Relationship Director - ARA Research & Consultancy
Confidence in job market increases in Dubai, reveals new Robert Half survey
Mon, 2010-01-11 09:17 - By
A new survey carried out by Robert Half, the world's leading specialized recruitment company, in Dubai has revealed confidence is returning to the local job market, and also given a deeper insight in to the effects of the economic downturn at the employee level.
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