Partnership to advance digital measurement practices in the region
Dubai, May 23, 2017
In order to work with the highest levels of measurability for its clients’ digital activities and enhance marketing performance, Omnicom Media Group (OMG), the media services division of Omnicom Group Inc (NYSE: OMC), is extending its international partnership with digital analytics leader Moat to the Middle East. The decision is the latest move by Omnicom Media Group MENA to provide greater transparency around where digital ads are served and into their performance. Omnicom Media Group and Moat have been collaborating since 2014.
Moat became the first analytics company to be accredited by the Media Rating Council (MRC) for both desktop display and video viewability in 2014. Utilizing over a hundred different attention signals in real time, Moat’s metrics are platform-agnostic and capture in-view impression measurement, exposure time, as well as interaction and Audibility and Viewability On Completion (AVOC) metrics, among others. This level of reporting is used to optimize the effectiveness of brand advertising on a campaign, creative, domain or impression level.
In a related move, Omnicom Media Group MENA has also teamed up with several key media owners in the region to improve the necessary infrastructure and processes for more robust digital measurement.
“This value of extending the partnership with Moat was obvious to us from the beginning. Its benefits extend to all parties within the industry, as it allows us to better understand all the measured parameters and deliver a tangibly stronger performance,” said Dimitri Metaxas, regional executive director-specialist companies at Omnicom Media Group MENA. “This alliance helps us move into a new era of measurement, ensuring that publishers and media partners are well-aware of our commitment towards the brands and businesses our agencies represent. This is the latest step we’ve taken to enhance our clients’ marketing and business performance further.”
“The percentage of the population in the Middle East and Northern Africa that uses the internet is projected to grow by almost 20% from 2015 to 2020, according to eMarketer," commented Jonah Goodhart, CEO and Co-Founder of Moat. "As marketers engage this growing audience, transparency into their campaign performance is critical. We are thrilled to continue our work with Omnicom Media Group and offer their clients the same insight into viewability and attention analytics across markets. We commend their commitment to improving viewability, their clients’ performance and the industry.”
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About Omnicom Media Group MENA:
Omnicom Media Group MENA is the holding of OMD, PHD and Hearts & Science in the Middle East. Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. As well as global networks OMD, PHD and Hearts & Science, Omnicom Media Group also includes a number of specialty media communications companies, including Resolution, Accuen and Annalect. Consistently named one of the UAE’s best employers since 2012, ranking third in 2014, 2015 and 2016, the Group has also been recognized by the Great Place to Work Institute as Asia’s second best multinational workplace in 2016. Omnicom Media Group MENA was ranked among the top 5 at the Arabia CSR Awards 2013 in the medium-sized businesses category, and the company reports its sustainability activities in accordance with the GRI G4 Guidelines. Its first report was awarded ‘Best First Time Sustainability Report in Asia’ at the 2015 Asia Sustainability Reporting Awards.
About Moat:
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides insights on ad campaigns for publishers and advertisers, and Moat Pro, an ad intelligence platform that allows markets to research trends in the online advertising industry. The company was founded by Jonah Goodhart, Noah Goodhart, and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007.
FOR MORE DETAILS, CONTACT:
Mr Eric Mirabel
Regional Executive Director-Marketing, Omnicom Media Group MENA
Tel: +971 4 450 0484
E-mail: eric.mirabel@omnicommediagroup.com
© Press Release 2017
