Red Sheriff exports Kiwi model to Israel

Red Sheriff has taken the online measurement model it designed for the New Zealand market to Israel in the first deal of what it hopes will be a strong year.

Red Sheriff has taken the online measurement model it designed for the New Zealand market to Israel, in the first deal of what it hopes will be a strong year.

Red Sheriff, along with Auckland-based Phoenix Research, won the contract to provide statistics to an online publishers group which includes Wilson and Horton, INL, TVNZ, Xtra and publisher of this site, IDG Communications (see Interest in online ratings heats up). Red Sheriff has been working to offer a similar product in other countries.

(NZ Red Sheriff approach eyed worldwide).

The Australian company monitors traffic through a website by adding a small script to each site's code base. The script, less than 2KB in size, is either Java-based or CGI if the browser doesn't support Java.

In Israel Red Sheriff will partner with local firm TNS-Teleseker to provide demographic information on users for the online publishing and advertising agenices in Israel. Williams hopes to see more successes in the coming year.

Director of global marketing, Louisa Williams says she can't go into specifics, but adds that Red Sheriff will have an Asian focus this year.

"And our European arm is very proactive as well. We're well recognised in both Asia and Europe so we're working on those areas first before looking to the US."

The US market is already well serviced by a number of online measurement agencies, although Williams says there doesn't appear to be a single standard across the continent.

"There's no real consensus among publishers either."

Red Sheriff and Phoenix Research will also officially launch the New Zealand operation some time in this quarter.

"It wasn't the right time before - we were educating our clients and then there was the Christmas period so now feels like the right time."

Williams, along with New Zealand business development manager Marcus Lloyd, will begin an aggressive policy of education and brand awareness to expand the local client base.

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