DUBAI, June 30 /PRNewswire/ --

- 555 Million Page Impressions Have Been Measured to see who is Browsing
and Where

Who is buying and browsing from the Middle East? Effective Measure's
research has found that:

- 70% of the Audience is male (although on some websites we see over 60%
      female)

    - More than 30% are over the age of 35

    - 22% earn upwards of 100k USD per annum

    - Over 60% have or in the process of getting some form of Tertiary
      education

    - The majority access the internet from either home (63%) or at work
      (23%)

Over 555 million page impressions have been measured in the Middle East
during June alone by Effective Measure, the region's leading digital media
planning and measurement solution.

Scott Julian, CEO of Effective Measure, said this represents
approximately nine million unique internet browsers and 32 million user
sessions.

"The sheer scale of measurement that Effective Measure are now
undertaking in the Middle East makes it the most comprehensive and accurate
tool for assessing internet users in the region", said Mr Julian.

Effective Measure uses this information in conjunction with opt-in survey
data to understand the demographics, behaviour, lifestyle, purchasing habits,
motivations and influence of browsers.

This allows a precise understanding of how user patterns and the profile
of these users changes throughout the seasons, particularly during summer
holidays and Ramadan.

It also ensures the results are representative and statistically reliable
with over 30,000 participating in the survey to date, with growth expected to
remain at over 10,000 each month.

Dan Healy, CEO of Real Opinions, Effective Measure's Middle East
distributor, said they had trained more than fifty internet media buyers in
using the newly available data.

"We work with the buyers to help them to ensure their Internet
advertising is efficiently used to focus on what websites their target
audience are visiting, when they are there and how they behave when they
arrive," said Mr Healy.

"Effective Measure has been positioned to allow all websites to
participate and is allows all media buyers to assess the uniqueness of
visitors, no matter how big or small they are.

"Advertisers want to focus on who is visiting websites and to gain an
accurate understanding of the number of people they are reaching - this has
not being entirely possible before."

The surveys used by Effective Measure, also improve the experience for
visitors by helping the site to improve by understanding their users'
experience.

This is measured in terms of their likelihood to return based very much
on their ability to achieve their objective for visiting the site.

Analysing this data over time allows websites to see the impact their
website modifications are having from an end user perspective and how to
improve.

Results collected so far show that the average length of time on websites
ranges from 20 seconds to two minutes.

This has a dramatic impact for those advertising on websites seeking to
maximise the length of time their advertisement is exposed to visitors.

"At the end of the day, media buyers are being held accountable with what
they've been able to achieve with their expenditure and Effective Measure
increases the transparency and impact advertising is having," said Mr Healy.

According to Mr Healy, Effective Measure's single most important feature
is Digital Helix which solves the issue of over calculation of unique website
visitors caused by visitors deleting cookies.

"Don't let others pretend that this isn't an issue," said Mr Healy.

"The global industry has been looking at this for many years as
over-calculation of visitors has increased.

"We are in the process of discussing this with international industry
organisations such as the Association of Online Publishers, International
Conference on Online Measurement and the Audit Bureau of Circulations
(ABCe)."

ABCe recently awarded Effective Measure One Star Accreditation, giving it
international recognition as an Associate Subscriber.

About Effective Measure

Effective Measure provides cutting edge digital audience measurement,
website rankings, Internet demographics and market intelligence for website
publishers, agencies and digital marketers.

Effective Measure's patent-pending Digital Helix methodology overcomes
problems with cookie deletion and unique visitor audience calculation. The
solution increases visitation, client visibility and advertising revenue by
providing independent third-party analytics to publishers and advertisers
around the world.

Effective Measure is an associate subscriber of ABC Electronic (ABCe).

For more information visit http://www.effectivemeasure.com

About Real Opinions

Real Opinions is a full-service market research company, specialising in
online media, with global and Middle East research expertise and best
practice. Based in Dubai and London, Real Opinions has proven ability to help
strategically guide and assess the effectiveness of campaigns.

Real Opinions is an accredited member of ESOMAR, an international
organisation for market research.

For more information visit http://www.real-opinions.com

Contact:

    Dan Healy
    CEO
    Real Opinions
    +44-(0)207-788-7868
    Email: Inquiry@real-opinions.com

    Scott Julian
    CEO
    Effective Measure
    +61-3-9999-1031
    Email: Media@effectivemeasure.com