SA publishers to measure app engagement

Cape Town – South African publishers will now be able to directly measure engagement of their applications thanks to an initiative from Effective Measure and the Interactive Advertising Bureau (IAB).

The two organisations which are known for web measurement of member publications, have produced an application measurement platform that goes beyond download statistics.

“It’s important that we provide our members with accurate measurement tools that are transparent, and help build trust within the market,” said Ryan Harris, head of Measurement for the IAB SA.

Websites such as App Annie regular update the top applications across platforms and devices, but the Effective measure tool provides deep dive metrics.

“The Effective Measure app measurement tool will track both Unique Browsers and Page Impressions, providing real insights into what content draws attention, how it is used and whether or not it is ‘sticky’,” the organisation said in a statement.

Better marketing

Some of the metrics the tool will report on include unique browsers (UB), daily average UBs, page views and average page duration, among others.

Data provided by the platform is expected to help marketers better plan strategies in SA, especially as people migrate to mobile devices to access the internet.

“Allowing marketers to access measurement figures for applications in the EM dashboard, is the first step to ensuring we give the market a representative offering,” said Nicolle Harding, country manager for Effective Measure.

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