Under the deal, Mindshare Singapore’s digital campaigns will be purely measured by Effective Measure’s GRP solutions. The agency says this will help to provide a new layer of consistency and constancy to its digital metrics, rather than generic metrics of clicks and impressions.

Mindshare Singapore’s head of digital, Gregory Fortune, said: “The complex demands of digital advertising means that we are constantly searching for the highest performing, data-driven, marketing intelligence solutions. The Effective Measure platform will empower our team and our clients with informed, cross platform metrics that puts data into the hands of marketers to execute targeted reach and the most effective ad spend.”

The deployment is Effective Measure’s first network customer to be based in Singapore. It comes a year after the firm appointed three senior executives in Asia as it looks to strengthen its position in the region.

Effective Measure founder and senior vice president, market development, James Robertson (pictured), said: “By providing an advertiser with a GRP or similar for their digital advertising is not only more familiar to them, but also provides a much richer demonstration in terms of the campaign’s ability to reach the target market.”