The year 2011 saw female- focussed website, ExpatWoman.com, reach new heights with numbers of 1.9 million unique visitors at, 5.4 million site visits and page views of over 39 million. This has reflected an increase of 52% unique visitors compared to 2010 and a 24% increase in visits.
Effective Measure, the leading provider of digital media planning solutions in the region, latest report pegs ExpatWoman.com as being the 22nd best performing website in the UAE, 75th across the GCC and 105th across the entire MENA region. Drilling down within this information results in ExpatWoman.com being the number one performing website for advertisers aiming to reach women in households earning above 100,000 US$ whether targeting solely western women or all women.
Jane Drury, CEO and founder of ExpatWoman.com says, “2011 was a significant year for us in terms of our increased penetration and sustained exponential growth, as well as being the website’s 10 year anniversary. The Effective Measure results correlate with our own findings and further enhance the attractiveness of our offering to media planners, marketing agencies and clients. If you want to market to women in Dubai, the UAE, the GCC and MENA, ExpatWoman.com is the site to advertise on.”
2011 saw the launch of sites for Oman and Kuwait to complement the existing sites of Dubai, Abu Dhabi and Qatar. There are also plans afoot to expand further into the MENA territory, with a wider range of online services through 2012, with KSA and Egypt currently under review. “We have a business model which is proven and works and wherever there are women seeking vital information for a successful expat life, ExpatWoman.com can be there for them,” adds Drury. “For advertisers this is perfect, as our 360° approach to the site and the business as whole, gives agencies and brands a direct outlet to reach an important target market through online, events and print.”
Building on expansion of both the programming and the editorial teams, 2011 saw the start of significant enhancements to site presentation and navigation, and the introduction of a suite of new online services, to be rolled out across MENA, which will continue through 2012. With a two-pronged approach to build on the already strong reader experience whilst increasing regional penetration, all signs point to another bumper growth year for Expat Web Services’ flagship site.