Millward Brown and comScore have signed a partnership designed to provide brands with an unprecedented understanding of how their digital advertising is performing.
The partnership, which includes all markets outside the US, Canada and Taiwan, will enable brands and their agencies to assess the full value of their digital advertising. The combined data will also benefit publishers looking to demonstrate the power and value of their platforms to advertisers.
The two companies will combine existing best-in-class metrics to provide a unique and comprehensive dataset that delivers across three areas:
First, audience metrics from comScore validated Campaign Essentials™ (vCE®) let brands and their agencies know if ads were viewable, by human eyes, in a brand-safe environment, and if the validated impressions reached the intended target audience. By identifying impressions that had the best chance to make an impact, advertisers can better identify waste and optimize delivery.
Second, marketers can assess the brand impact of digital campaigns through traditional brand metrics such as awareness and purchase intent. Millward Brown’s Brand Lift Insights solution will assess how attitudes to the brand have changed after exposure to digital advertising and compare results to Millward Brown’s vast global normative database. A respondent-level connection to vCE will now enable brand lift to be filtered based on metrics such as in-view impressions and free from invalid traffic.
The third area of the partnership measures consumer behavior. Using comScore Action Lift™, brands can understand how their online campaigns have driven shifts in metrics such as site visits, competitive share, branded searches and online conversions.
The three elements of the partnership, individually, are proven to deliver insights that allow brands to increase campaign effectiveness. Combined, they serve as a toolkit to help marketers determine the full value of a validated impression across all digital platforms.
“Advertisers need a comprehensive view of digital effectiveness from delivery through to impact and this partnership will enable us to provide that globally with immediate effect,” says Duncan Southgate, global brand director of digital at Millward Brown, in a press statement.
“By combining the expertise of our two organizations, advertisers will have access to the best-in-class solutions to evaluate and optimize the right metrics on the impact on brand perception and consumer behavior,” adds Paul Goode, senior vice-president of strategic partnerships at comScore. “Everyone likes big numbers, but optimising campaigns for viewable impressions alone without advanced invalid traffic removal is chasing the wrong big number,” he adds.
Under the partnership, Millward Brown will resell comScore vCE and Action Lift products, while comScore will provide sales referral for Millward Brown’s Brand Lift Insights.
The companies will work together with clients and their agencies to deliver guidance on the best combination of products to help clients meet specific business objectives. To learn more about the partnership and solutions, please contact your Millward Brown or comScore representative.
Since February 2015, comScore and Kantar have brought together their complementary expertise in technology, data assets and consumer panels to develop world-class solutions in cross-media audience and campaign measurement, brand measurement and sales effect. With a number of joint offerings already launched and several more in the pipeline, the two companies are intent on creating for their clients a new standard in measuring audiences, brand strength and campaign ROI across multiple platforms.
App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]
Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]
Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]
Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]