Measure This!

Transparency and complements

contact — Tue, 25 Mar 2008 12:00:48 +0000

We have been very transparent about what we offer and how we offer it from the very first day of Mediastow’s conception. Every now and then, we learn that the competition is starting to catch up.

We began by being the first in the Middle East to offer the AVE (Advertising Value Equivalent) figures with the clippings automatically and now they are doing it. We were the first to offer instant measurements and despite them claiming to having it since 2003 (a complete lie), they appear to have finally managed to put something together like it. Hell, they claim to be the first to have a consolidated platform to serve broadcast, print and online clippings, which is absolutely not true. I guess they would have to ask some of our clients who receive our broadcast clippings through our platform to know how long we have been doing this for.

So, we are no longer going to be announcing features as we add them (especially during this period, where new features are added on a weekly basis). We have several new things that we are very excited about, but unfortunately will have to keep it to our clients only at the time being.

We did expand on our measurements ‘dashboard’ as some people like to call it. Things are broken down further w/ drill downs, etc. Without elaboration, it will take anyone who wants to copy us awhile before they catch up

Our interface has been overhauled to become interactive. This is also not going to be easy to copy, as it requires a re-work of the entire platform.

To the competition I say, we appreciate the flattery you afford us when you copy our innovations. You are making us blush! But now, you will have to figure out the rest on your own!

Just how badly are they du’ing?

Mohamed Elzubeir — Mon, 17 Mar 2008 08:31:50 +0000

While reviewing our research before submitting it to GMR, we had to take a step back and think of what would become of du. When du came out, they were the fresh new kid on the block. They had a fancy (yet incomprehensible) campaign. I never really understood the whole ‘water’ theme. A friend who was closely associated with their advertising campaign continued to distance himself from the project as to not be held accountable for it.

Satisfaction levels are at an all-time low. We don’t see du targeting the audience who appear to be more inclined to even try them. What is the problem? I think their problem is that their marketing communication campaigns are not monitored and measured properly. Sure, they have a media monitoring program. They manually place their clippings in a du themed PowerPoint presentation (spending countless hours doing a job that should be automated — not our problem).. but they don’t appear to be advised on how to approach their PR, from a scientifically measured approach.

Perhaps after reading the full section in the April 2008 issue of GMR, they will demand more.

More good is twice as good?

Mohamed Elzubeir — Tue, 04 Mar 2008 06:52:48 +0000

We have an Arabic saying that goes a little like “ziyadat el khair khairain”, roughly translated, more good is twice as good. However, with Emarat Al Yaum doing an Abu Dhabi edition (population: 260k) and the soon-to-be announced ‘The Nation’ in Abu Dhabi.. we are looking at an excess of papers that hardly have anything to distinguish them from one another. With over a dozen dailies in the UAE, is more good really twice as good?

If ‘The Nation’ (if that indeed is the name it will keep) will turn out to be the first English Pan Arab daily, it may have a chance of being a differentiator. However, with the current constraints in press freedom throughout the region, I don’t see that happening unless Abu Dhabi takes the same bold step Doha did with Al Jazeera.

The question is: Is Abu Dhabi willing to potentially alienate its friends and allies for the sake of press freedom?

Red Bull has some serious wings!

Mohamed Elzubeir — Mon, 03 Mar 2008 12:10:33 +0000

We were asked by Gulf Marketing Review to provide some media insights on energy drinks in the UAE and KSA for their December 2007 issue. The exercise showed that no one in the sector seems to understand PR, with the exception of the phenomenal job that Red Bull is doing.

Despite there being very few articles on energy drinks during the period of coverage (October 2007), Red Bull still took home 90% of the share of voice.

But a properly conducted measurements report is never complete without the outtake. So, we asked the target audience and were not surprised to find that recognition of Red Bull is in line with their PR activities.

The KSA market is a much more homogeneous one than the UAE. This is rather important to note, as foreigners constitute the majority of the population of the UAE. As such, we are looking at two fundamentally different markets. For instance, age, income and gender played a key role in brand recognition in KSA, but did not have the same impact in the UAE market.

The above tables tell the full story.

Ethics and Lies

Mohamed Elzubeir — Thu, 15 Mar 2007 08:15:04 +0000

While randomly visiting websites, I took some time to have a look at what our competitors are doing. This is especially after we have re-branded Mediastow and re-designed our website. The results are shocking!

There appears to be a gross misunderstanding of what ethics mean by some of our competitors. If I were continuing to send unsolicited emails to former clients, aka spam, then I would hardly be in a position to play holier than thou, would I? There are also incredible claims of being the first to establish this and that.

My favorites however, are from those who claim to offer ‘comprehensive’ media analysis. Right. We call those measurement reports, and they are merely a tally of outputs with some filters. Nothing more, nothing less. An analysis report is when someone actually analyzes editorial content. Someone actually reads it, understands it and considers the messages you are attempting to deliver to your target audience. Anyone who is selling the word ‘analysis’ with anything less than that is cheating you out of your money. You don’t sell a Toyota Corolla as a luxury car. That’s just wrong.

We have learned that when you don’t compromise on quality and are up-front with your clients, they tend to form a better long-term relationship. Lying about what you are offering to get a quick buck will only get you so far. Just ask our competitors.

Towards a clearer currency

Mohamed Elzubeir — Wed, 22 Nov 2006 12:08:35 +0000

Dubai, November 21, 2006 (AMEInfo) — Finding an accurate and reliable way to gauge media value is not easy, particularly in a region with limited circulation and misreporting of figures. Mohamed Elzubeir, MD, Mediastow, is trying to change industry mindsets and move towards some kind of standard.

You can watch the interview conducted by AMEInfo by clicking here.

Mediastow cited as Middle East’s leading media monitoring agency

Mohamed Elzubeir — Thu, 26 Oct 2006 09:16:14 +0000

Dubai, October 26, 2006 — Mediastow, the Dubai-based media intelligence firm that recently launched a specialized media intelligence service, has been given exclusivity for providing inewsnetwork, the leading global media network with news and media coverage from the whole of the Middle East region.

Mediastow will be providing ‘blanket’ coverage - essentially being in charge of supplying inewsnetwork with all news printed or published from anywhere in the region.

The firm, who are one of the first in the region to offer businesses a service to assess their public image through media monitoring and analysis, have been quick to extend their services to the international scene. Staying on top of media coverage is a key element of an effective marketing strategy for any business anywhere in the world. The expansion of their services is set to benefit businesses in the UAE and around the world.

Mediastow’s CEO Mohamed Elzubeir explained the developments:

‘This is an excellent step forward for media services in the UAE and is likely to have a strong and positive impact on businesses here. Through our tie in with this service, clients who wish to access the complete media archive provided by Inewsnetwork can do so through us. This effectively means easy access to coverage from anywhere in the world assisting businesses in monitoring coverage of competitors or analyzing markets.’

Elzubeir went on to suggest that with the technology and scope available now for media measurement, analysis and coverage, companies are better equipped to make decisions on PR spend. ‘In the region, PR and media will become the most effective method for companies to transmit their messages. Now that we can provide a complete service, offering not only measurement for PR spend but a whole world of media resources, there is a greater value to businesses for spending more on PR as opposed to advertising,’ he said.

In terms of international reach, Elzubeir highlighted the impact that the service would have on the PR industry. ‘Companies, especially multinational ones, will find that PR coordination for their branches around the world will be much easier. All departments across the business will be able to benefit as media intelligence activities will be centralized. This will provide a greater awareness and knowledge of what the company is achieving as a whole and not just on a country-specific level,’ he concluded.

Inewsnetwork is a technology company providing enhanced services to the global media monitoring industry. The network enables media monitoring firms to source, share, and re-distribute out-of-market media content to clients from local, national, and international sources. The network shares and distributes content that reaches all major media markets in 80 countries on 5 different continents and offer coverage of print, broadcast, and newswire media.

Mediastow Managing Director Interview on Dubai Eye

Mohamed Elzubeir — Wed, 25 Oct 2006 16:49:17 +0000

Dubai, October 25, 2006 — The Business Breakfast radio show on Dubai Eye (103.8 FM) interviewed Mr. Mohamed Elzubeir, Managing Director of Mediastow. You can download the interview by clicking here.

Visit us at Stand 112

Mohamed Elzubeir — Sat, 21 Oct 2006 10:46:06 +0000

Mediastow will be exhibiting during the Dubai Media & Marketing Show - 2006. Don’t forget to visit us at stand 112.

Mediastow sponsors “Best Use of Sponsorship” Campaign Award

Mohamed Elzubeir — Sat, 21 Oct 2006 10:44:18 +0000

Mediastow is pleased to announce its sponsorship of the Campaign Middle East Media Awards, Best Use of Sponsorship category, which will be presented on Tuesday November 28, 2006.