Effective Measure puts focus on Vietnam with Ambient Digital partnership

The partnership follows Effective Measure’s increasing investment in local executive talent and research capabilities across the emerging Southeast Asia markets.

"This is the start of our focus in bringing additional insight to the Vietnam market with rich demographic and psychographic data,” said Dinesh Arasaratnam, Effective Measure’s MD for Southeast Asia.

Ambient Digital will deploy Effective Measure’s Campaign Measurement and Impact Research Studies to unlock new revenue streams and insights for Ambient’s extensive network of publishers and global brands.

"Effective Measure gives Ambient Digital the demographics, depth of insight and accuracy to plan, analyse and improve campaign performance," said Andrew Stephens (pictured), CEO of Ambient Digital. "This information is increasingly important to Ambient Digital’s clients as we progress from basic display advertising into advanced, demographic targeting and retargeting campaigns.”

The Ambient Digital network reaches more than 70 per cent of Vietnamese online consumers via fixed and mobile platforms and represents thousands of publishers and global brands. It currently holds the greatest reach of ad networks on the EM platform in Vietnam with nearly 40 million unique browsers (UB) reached last month alone.

“Global digital measurement companies have tended to overlook the powerful digital activity and trends from emerging hot spots, focussing resources instead on single Asian markets,” said James Robertson, Effective Measure founder and senior VP of market development. “By engaging in the potential of growth markets like Vietnam, Singapore and Philippines, Effective Measure is supporting the growth and needs of the often underserviced South East Asian territory and developing on the ground research that will help local publishers and agencies accelerate.”