GCC association launches cross-media measurement initiative

To address the urgent need for independent and accountable cross-media measurement in the Gulf region, the Advertising Business Group (ABG) recently launched a cross-industry initiative that seeks to develop a transparent and robust mechanism for cross-media measurement.

ABG aims to align with the principles laid out by WFA’s global cross-media measurement initiative. The UAE Audience Measurement Project will focus primarily on video and upper-funnel metrics. Its steering committee is made up advertisers including Ferrero, Unilever, Choueiri Group, as well platforms’ Facebook and Google, and agencies’ Dentsu Aegis, GroupM, MCN and Omnicom.

The goal is to not only ensure more transparency and trust in audience measurement, but also to help accelerate recovery in the advertising industry following Covid-19.

Commenting on the launch, Asad Rehman, Director Media & Digital Transformation at Unilever MENA and member of the project’s steering committee (pictured), said: “It is extremely important to build the confidence of advertisers to bring MENA ad expenditure back to growth. Our experience in other markets tells us that nothing builds confidence better than a transparent and robust media measurement system. The UAE is a beacon for the MENA advertising industry and a world-class, cross-platform measurement system here will drive momentum across the region.”

An agreement on the scope has been reached, while the initiative’s methodology and approach are work in progress and will be developed in phases. The project will run in parallel with a people meter initiative which is planned to be launched in Saudi Arabia in 2021.

For more information, contact ABG.